Instagram has been making waves with its algorithm, which has recently undergone changes to prioritize video content visibility based on viewing time. Adam Mosseri, the head of Instagram, has revealed insights about how the platform's algorithm works, emphasizing the importance of both the total viewing seconds and the percentage of videos viewed.
According to Mosseri, "the way the algorithm assesses watch time isn't just about the percentage of the entire video watched, but also the number of seconds viewed." This shift marks a significant alteration from how content creators previously understood engagement metrics on the site.
The new policy indicates no bias against longer videos. Mosseri remarked, "We don’t want to penalize longer videos... that's why we look at the number of seconds viewed." This means whether the content is short or long, it is evaluated equally, allowing creators the freedom to post detailed content without fear of losing visibility.
This approach is particularly groundbreaking for creators worried their longer videos might not perform well under the algorithm's scrutiny. For example, if a two-minute video is watched completely, it may gain increased visibility due to its high completion rate and total viewing seconds. Mosseri elaborated on this point, stating, "A two-minute video fully viewed could gain more visibility for both its completion rate and seconds viewed."
With this algorithm update, Instagram is not just keeping pace with the increasing demand for engaging and informative video content but is also actively encouraging creators to embrace longer formats. Recently, Instagram even extended the maximum duration of Reels to three minutes, striving to support creators' capabilities to share more comprehensive stories, tutorials, or content pieces.
This pivot might suggest Instagram's intent to inspire creators to shift away from merely producing short clips, often inspired by the format popularized by TikTok. Mosseri seems to recognize the growing need for content diversity on the platform and is responding to user feedback seeking more structured video content.
The change presents opportunities for creators to engage with audiences on a new level. Notably, users have shared their thoughts about video lengths on social media, indicating mixed feelings about longer content vs. quick hits. While some users appreciate the depth of longer videos, others express preference for the snappy format made popular by platforms built around concise videos.
Such changes could impact how content strategy is developed on Instagram. Creators may need to reassess the length of videos they produce depending on their target audience’s preferences. This measure balances the risk of losing interest vs. providing substantial information or storytelling through longer content.
Exploring the broader picture, Mosseri's remarks may also indicate how Instagram plans to differentiate itself from its competitors. With TikTok's overwhelming success based on short-form content, Instagram appears to be carving out space for similar yet distinct engagement styles within its ecosystem, highlighting creativity without restricting video lengths.
Overall, Mosseri’s explanations open the floor to numerous possibilities for content creators; it’s not just about how much is watched, but how long users stay engaged with the material. By applying this new evaluation method, Instagram is showing its dedication to fostering creative freedom for users, which, as Mosseri points out, has been influenced by engagements and feedback from the creator community.
With such shifts, the real test will be how users react to longer video formats and if the algorithm truly supports content diversity and engagement. The coming months could reveal whether Instagram’s changes will bolster creator success stories or whether creators will continue chasing the beloved quick engagement metrics they thrived on previously.