The Video Quality Bias on Instagram: A Challenge for New Creators?
Instagram has introduced a twist that could shape the platform’s future for both emerging and established creators. According to Adam Mosseri, Instagram’s head and a key executive at Meta, the quality of video displayed to viewers on Instagram is influenced by its popularity. Essentially, popular videos are shown in higher quality, while less-watched videos may appear in lower quality—a revelation sparking debate about equity, visibility, and the journey of smaller creators on Instagram.
Understanding Instagram's Video Quality Bias
Mosseri explained in a video, as reported by The Verge, that Instagram's algorithm works to deliver “the highest-quality video that we can.” However, as viewership declines over time, the quality of the video may automatically lower. The majority of views on Instagram videos occur in the initial period following a video’s release, so Instagram prioritizes this window to deliver maximum quality to early viewers. But when the view count drops over time, the platform optimizes by reducing the resolution to save on processing power and storage, making the experience more efficient on a large scale.
This approach isn’t entirely new. Meta had previously outlined that it uses distinct encoding configurations to maintain video performance. However, the recent clarification by Mosseri—especially when shared on Threads—has stirred strong responses from the public, with some users describing the approach as “truly insane.” Mosseri addressed these concerns by clarifying that these quality adjustments occur at an aggregate level, not based on individual viewer engagement. In other words, Instagram is not personalizing video quality for each user but instead sets parameters on a broader scale.
The Impact on Smaller Creators: An Unequal Playing Field?
For many, the idea that popularity influences video quality has raised questions about fairness in Instagram’s creator ecosystem. Critics argue that popular creators benefit from a self-sustaining cycle: with higher-quality videos, they are likely to gain more engagement, while smaller creators who face initial challenges in gaining visibility may find it harder to grow due to lower-quality display settings. As the theory goes, this could further entrench the divide between established and emerging creators, making it more difficult for newcomers to compete.
Mosseri acknowledged this concern, noting that it’s “the right concern,” but added that, in practice, the quality shift does not appear to significantly impact video engagement. He emphasized that content quality and engagement levels are far more influenced by the actual content of the video than by minor differences in visual quality. Still, for creators aiming to break into the competitive world of Instagram, these distinctions may be meaningful. Popular creators may have a slight edge in visual fidelity, and even small details can make a significant difference in first impressions.
Content Over Quality: A Call for Creative Focus
The broader question of quality versus content is at the heart of Mosseri’s defense. He asserts that video quality is far more critical to creators themselves than to the viewers, whose engagement is driven primarily by the creativity, relevance, and uniqueness of the content. While this may hold true, the psychological impact of platform-induced inequalities shouldn’t be ignored. Smaller creators might feel disadvantaged, potentially leading them to reconsider their strategies or even their dedication to the platform if they perceive inherent barriers to growth.
At the same time, Instagram’s quality strategy may encourage creators to focus more on content that captures immediate attention. In a landscape dominated by short attention spans, creativity and storytelling may matter more than pixel perfection. Still, the decision to scale quality by popularity could subtly guide creators toward a model that favors early engagement, potentially altering the kind of content shared and promoted.
The Road Ahead: A Fairer Future for Social Media Creators?
Instagram’s approach reflects a practical consideration within social media’s digital infrastructure but introduces philosophical questions about fairness in creative ecosystems. In the future, social media platforms may find themselves pressured to create more equitable algorithms, providing high-quality experiences across the board and ensuring that smaller creators are not sidelined due to technical limitations.
Meanwhile, creators may feel the need to adapt. Smaller creators, especially, can focus on crafting content that resonates strongly with viewers, trusting that genuine engagement will ultimately be more influential than pixel-perfect quality. As social media evolves, so too will the strategies creators use to stand out.