Instagram has acknowledged that it prioritizes higher video quality for more popular content while reducing the quality for less popular videos, sparking controversy among creators concerned about visibility for smaller accounts.
Video Quality on Instagram: Adjusted Based on Popularity
Adam Mosseri, head of Instagram, has confirmed the practice of adjusting video quality based on content popularity. Simply put, the most viewed videos receive enhanced resolution, while those with less engagement are shown in lower quality. This strategy helps Instagram cut down on processing and storage costs, especially for videos that do not attract much interaction. However, Mosseri also noted that a video’s visual quality could be upgraded if it starts to gain more popularity, ensuring a more enjoyable experience for users.
Creators React: Between Frustration and Concern
The content creators’ response was immediate. Many are concerned about this approach, seeing it as a disadvantage for those struggling to reach a wider audience. Social media expert Matt Navarra feels that this policy could exacerbate the challenges for new creators trying to establish themselves on the platform. From the user’s perspective, there’s criticism about a vicious cycle: only already popular content benefits from higher quality, enhancing its appeal and, consequently, its visibility. Some creators even argue that the reduced resolution damages their professional image, as visual quality is a critical element of their presence on Instagram.
A Decision Driven by Cost and Resource Management
The primary goal of this policy is clear: to control Instagram’s operational costs. Broadcasting in high definition uses more processing and storage resources, expenses that Meta appears to be consciously trying to minimize. The platform has explained that this approach allows them to focus technical efforts on the most popular content and reduce expenditures on videos that generate less engagement. This method, similar to a practice discussed back in 2021, relies on initially limited encoding for new videos, which is adjusted if their popularity increases.
Towards a More Equitable Policy for All Creators?
Despite the justifications provided, Instagram is trying to reassure by emphasizing that this quality reduction applies to all videos based on an ‘aggregate of popularity’ and not targeted at each individual video. According to Mosseri, content remains the most significant factor in attracting engagement, regardless of visual quality. Nevertheless, the damage is done, and critics believe this practice could undermine Instagram’s efforts to help new creators stand out.
Do you think Instagram is right to lower the quality of videos from less influential creators? Was there not a less divisive way to save money, such as slightly reducing the quality for everyone rather than just for smaller accounts?