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Instagram’s Head Talks Algorithms and Monetization
Jessica Smalley
June 17, 2024
Presented by
Hey Creators!
Have you noticed tech bros are showing their face increasingly these days?
Just this week, the Head Of Instagram, Adam Mosseri, appeared in an hour-long interview with creators Colin & Samir to discuss the platform's algorithms, creator monetization, and the future of social media.
Mosseri shared some interesting insights about Instagram's direction and what it means for us as creators in this interview.
There’s a lot to unpack.
But before we do that…
Here’s what you can expect in today’s newsletter:
Read Adam Mosseri appears on Colin and Samir
Social media Updates
What should you be digging into other than Adam Mosseri’s chat?
🫒by Jess Smalley
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“Don’t find customers for your products, find products for your customers.” – Seth Godin
CREATOR NEWS
🧨QUICK FIRE
BeReal is being acquired by a French company for USD 540 million.
UK Creator group The Sidemen just wrapped their reality show Inside, racking up more than 36 million views in one week.
TikTok released a new brand whitepaper titled "Return on Creative," unlocks the value of being creative on that platform. (Note: Montisation isn’t available to Australian users).
5 Key Takeaways From The Head Of Instagram
Mosseri points out that direct messages (DMs) are where the magic happens on Instagram. DMs drive more conversations, discoveries, and overall content consumption. If you're curious about how well your content is doing, Mosseri suggests focusing on how often your posts are sent via DMs. He's even asked the IG team to tweak the Insights dashboard to highlight "sends per reach"—essentially, how often your content is shared by those who see it. It's a clear indicator of engagement!
Did you know that individual creators generally drive more engagement than big publishers? People are more interested in seeing the world through the eyes of relatable individuals rather than highly processed content from publishers. We’ve probably all noticed this, but it’s great to hear it straight from Mosseri.
Instagram is testing performance-based bonuses in Japan, Korea, and the US. However, Mosseri is cautious about rolling this out more widely. The goal is to create a sustainable program that’s transparent and offers meaningful rewards for creators. So, while this sounds promising, it might take a while – if it happens.
Don't expect Instagram to shift its focus to long-form content anytime soon. The platform thrives on connecting people through creativity, especially via short-form videos in DMs and Stories. Long-form content just doesn't fit that vibe.
Instagram is committed to helping new creators succeed and stay loyal to the platform. They plan to do more to support and benefit these creators, which is exciting news if you want to grow your IG presence.
What about Mosseri’s predictions for the future of social media?
We’re moving from feed-based formats to messaging-based ones.
Video, especially mobile video, will keep growing and eating into TV’s market share.
Expect a significant shift in how we share content in the next five years, possibly through new formats or channels.
Wearables are set to improve dramatically in the next three to seven years, potentially leading to a cool blend of devices like the Quest and Meta RayBans.
Threads
You can now share Instagram posts — Reels, photos, or carousels — on Threads as full-sized posts.
TikTok
is testing image search capabilities for TikTok Shop.
Creators and celebrities are losing their TikTok verifications.
YouTube
is giving a small group of creators the ability to design and publish their unique effects directly to Shorts.
is testing a feature that uses AI to organize large comment sections on English-language Shorts into easily digestible themes. Viewers will see the option to sort comments by “Topics.”
used AI to analyse the platform’s most successful ads. The findings: “open with a strong hook, lean into pop culture references and trends, use popular or catchy music tracks, and engage audiences with humour.”
READ: Later isn’t gatekeeping. Read Influencer Contracts 101: What you need to know.
LISTEN: Adam Mosseri speaks to LA creators Colin and Samir.
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Have a great week 🙂
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