Guest: Adam Mosseri , head of Instagram since 2018, joined Facebook as a product designer in 2008.
Host: Colin and Samir
Key Takeaways:
- Adapt to Stay Relevant: Continuously evolve to avoid becoming outdated.
- Balance Growth with Stability: Innovate while ensuring a stable environment for creators.
- Be Transparent: Share how algorithms work to build trust with users.
Podcast Notes
Role and Responsibilities:
- As the head of Instagram, Mosseri describes his job as highly varied, ranging from discussions with policymakers on safety issues to managing product resources and handling community feedback.
- He emphasizes the importance of being a generalist in leadership roles and the need to build trust with key figures, such as Mark Zuckerberg.
Evolution of Instagram:
- Instagram has transitioned from being known for its feed of square photos to a platform heavily focused on videos, including Reels and Stories.
- The change is driven by the need to stay relevant and competitive with platforms like TikTok and YouTube. If Instagram had remained focused only on photos, it would not have retained its current level of relevance.
- Mosseri discusses the balance between evolving with user demand and maintaining the core identity of the platform. Instagram aims to provide a more participatory experience where content is shared and discussed among friends.
Video Content and Algorithm:
- Short-form video content like Reels has become central to Instagram's strategy, with video now accounting for more than half of the time spent on the app.
- The platform focuses on metrics like "sends per reach," which measure how many people share a video with friends after viewing it. This metric is considered more important than likes or watch time for evaluating content performance.
- Instagram aims to make its ranking models more transparent to help creators understand what drives success on the platform.
Creator Monetization:
- Mosseri acknowledges the challenges of implementing a revenue-sharing model for short-form videos, citing difficulties in attribution and ROI.
- Instagram is experimenting with performance-based bonuses to incentivize creators but faces challenges in ensuring these programs are sustainable and not just a cash burn.
- Monetization remains more accessible to larger creators, but Instagram is also focusing on supporting smaller creators and enabling them to grow on the platform.
Competition with Other Platforms:
- Instagram views TikTok and YouTube as major competitors, each excelling in different areas. TikTok is known for rapid content adaptation and helping small creators gain visibility, while YouTube offers a strong revenue-sharing model.
- Instagram aims to find a balance between quick adaptation to user interests (like TikTok) and supporting deeper creator connections (like YouTube).
Content Strategy and Originality:
- Instagram is focusing on promoting original content over aggregated content. For example, if an original video is reposted by an aggregator, Instagram might show the original creator's post instead.
- This strategy is intended to build trust with creators and maintain the platform’s long-term health by supporting those who produce unique content.
Use of AI and Future Directions:
- Instagram is exploring the use of AI in content moderation and recommendation, as well as labeling AI-generated content to ensure transparency.
- The platform aims to maintain its identity as a place for connecting friends while adapting to new content formats and user behaviors.
Courtesy: @ColinandSamir
