Ahead of the TikTok ban, Instagram will prioritize original content: Mosseri

Adam Mossery, supervisor Meta Instagram said Monday that in 2025, the program will focus on prioritizing original and creative content in its algorithmic ranking.

His comments came in a video posted by Moseri outlining Instagram’s priorities for the year, which include improving social connections for users.

“Instagram was really founded on the idea of ​​allowing anyone to share something creative that they were proud to share,” Mosseri said in a video posted on Instagram and the microblogging app Meta Threads. “We want to double that.”

Mossera’s comments come ahead of a potential ban on TikTok, which is set to take effect on Sunday. TikTok creators have already started asking their fans to follow them on other apps, including Instagram. After the Supreme Court heard oral arguments in a case over the future of TikTok on Friday, Instagram executives held impromptu meetings, instructing employees to prepare for a potential influx of new users if the ban is enforced. This is reported by CNBC on Sunday.

To prioritize original content, Instagram will focus on improving its creative tools to be best-in-class, which they are not currently, Moseri said. Instagram will also adopt new technology that can make it easier for users to post more content, such as artificial intelligence.

As a way to drive more connections, Mosseri said Instagram will look for more opportunities to make featured content more social and interactive.

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