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Instagram adjusts the quality of videos in users’ feeds to optimize for watch time and network conditions. Instagram head Adam Mosseri explained in a recent video that the company aims to show the highest-quality video possible, but will switch to a lower-quality version if the video is not being watched for a long time. However, if the video gains more visibility and popularity, Instagram will render a higher-quality version. The company also adjusts the video quality based on the viewer’s internet connection speed to ensure faster loading times.

Instagram’s parent company Meta described a tiered process in a blog post that advances the quality of videos as more users watch them to prevent system overload. Some Threads users expressed concerns that this approach could benefit established creators over emerging ones, making it harder for new creators to compete. Mosseri acknowledged these concerns but stated that the quality difference is not significant and emphasized that viewer engagement is more influenced by the content itself rather than the video quality.

In response to challenges faced in keeping up with the growing user base’s demand for video uploads, Instagram noted that there were 4 billion video views per day on Facebook alone in 2023. Mosseri’s comments on the prioritization of video quality based on viewership and network conditions have sparked discussions among users about the implications for content creators on the platform. Despite concerns about the impact on emerging creators, Mosseri emphasized that engagement with videos is more driven by the content itself rather than the video quality, suggesting that the adjustments in quality are part of a larger strategy to optimize user experience.

The company’s focus on optimizing video quality based on viewer behavior and network conditions reflects a broader trend in social media platforms to enhance user engagement through tailored content delivery. By adjusting the quality of videos to match viewer preferences and network capabilities, Instagram seeks to provide users with the best possible experience while managing the demands of a rapidly expanding user base. These efforts to balance quality and accessibility demonstrate Instagram’s commitment to evolving its platform to meet the evolving needs and expectations of its users. As video content continues to play a central role in social media consumption, platforms like Instagram are adapting their strategies to ensure that users can access high-quality content seamlessly.

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