Instagram is lowering video quality for unpopular videos
Understanding Instagram’s Video Quality Strategy
Instagram has recently come under scrutiny for how it handles video quality, particularly for content that doesn’t get high engagement. According to Adam Mosseri, the head of Instagram and Threads, video quality on Instagram can vary depending on a video’s popularity. In a recent video (via The Verge), Mosseri explained that Instagram’s system is designed to prioritize higher video quality for content that performs well. However, videos with low engagement may see a decrease in quality over time.
This strategy, as Mosseri mentioned, is based on it’s goal of delivering “the highest-quality video that we can” to users. However, if a video isn’t watched extensively, especially after its initial release, Instagram’s algorithms might adjust the video’s quality to a lower setting. The rationale behind this decision is straightforward: most videos receive the majority of their views soon after they’re posted, so if a video doesn’t attract enough engagement initially, Instagram may lower its resolution.
How Does Instagram Determine Video Quality?
Instagram’s video quality adjustment isn’t a new approach. Meta, Instagram’s parent company, discussed using different encoding methods for videos based on their popularity as early as last year. By doing so, it can save storage and processing resources for videos that don’t perform as well.
Mosseri explained further in his recent statements on Threads, noting that these quality adjustments aren’t made based on individual viewer actions. Instead, Instagram evaluates videos at an “aggregate level,” meaning that a video’s overall performance, not individual interactions, determines its quality level. This policy ensures that the system doesn’t change video quality for each individual viewer but does so based on the general performance of a video.
How Does This Policy Affect Smaller Creators?
One major concern among users is that this approach appears to give popular creators an advantage over smaller ones. Since creators with high engagement can post videos in the best quality, their content may stand out more, while smaller creators face limitations in presenting their work at top quality. This cycle could potentially make it harder for smaller creators to break through, as their videos might look lower quality compared to more popular content on the platform.
Instagram’s quality policy doesn’t operate on a simple “yes or no” basis, but rather on a sliding scale where video quality is adjusted depending on the creator’s engagement level. Mosseri added that higher quality videos require more CPU-intensive encoding, which is more costly for Instagram to maintain. Therefore, it allocates these resources to creators with a larger audience to keep the platform efficient.
Although this system may seem biased toward established creators, Mosseri suggests that the actual impact on viewers is minimal. He claims that engagement largely depends on a video’s content, not its quality, and argues that the difference in video quality is generally subtle.
Read more about Instagram’s video strategies on the official Meta Business website.
Why This Matters for Instagram Users and Creators
For users, this video quality adjustment may not be noticeable. According to Mosseri, most viewers are drawn to videos based on content rather than resolution, suggesting that quality doesn’t make a significant difference in whether a video is engaging. However, this feature may be more noticeable to creators, who might feel that the quality of their videos affects how they’re perceived on the platform.
For small creators, the implications of this policy may feel discouraging, as they work to grow their audiences with limited resources and lower video quality. Critics argue that Instagram’s video quality system privileges popular creators, giving them an extra boost by displaying their videos in higher resolution, which could indirectly reinforce their popularity.
What Instagram Creators Should Keep in Mind
As it continues to prioritize popular content for high-quality display, smaller creators may feel at a disadvantage. While quality adjustments may be minor, they could still influence a viewer’s perception, especially when comparing content from different creators.
For creators who want to maximize their video quality, focusing on audience engagement early after posting can help. Boosting initial views and engagement may improve the chances that it will maintain the highest quality for their videos. Additionally, experimenting with high-quality, creative content that captures viewers’ attention immediately could lead to better engagement and, consequently, higher video quality retention.
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