In a recent video AMA, Instagram Head Adam Mosseri revealed that video quality on the platform is influenced by popularity, meaning videos that attract more views will be displayed in higher quality, while those that fall flat may get downgraded.
With Instagram now prioritizing video quality based on engagement, brands need to create more compelling content and foster a loyal community.
Mosseri elaborated that when a video isn’t watched for an extended period, Instagram will switch it to a lower quality to save on computing resources:
“We want to show the highest-quality video we can… But if something isn’t watched for a long time, we will move to a lower-quality video.”
With Meta managing an enormous 4 billion video streams daily on Facebook alone, this change helps focus resources on content that really drives engagement.
Navigating Video Engagement Trends on Social Media
As brands adapt to this new reality on Instagram, we need to look at trends across other platforms like YouTube and TikTok.
YouTube, for instance, has long been a champion of high-quality content, rewarding creators with better visibility for videos that maintain high engagement rates.
TikTok also thrives on virality, where engaging videos can spread like wildfire, regardless of the creator’s previous popularity.
These platforms demonstrate that a balance between content quality and audience engagement is crucial for success. To thrive, brands need to create videos that truly resonate with their viewers.
Instagram's recent shift in strategy aligns with a broader trend in social media where algorithms prioritize content that captures attention.
As these algorithms increasingly determine what users encounter in their feeds, platforms are focusing their resources on promoting videos that generate significant interaction.
For brands, this means investing in high-quality and engaging content that encourages viewers to like, share, and comment.
Benefits and Challenges for Creators and Brands
For businesses and creators, the new video quality rules come with both benefits and challenges.
On one hand, high-engagement content is rewarded with better video quality and visibility, making it easier for brands to connect with their audiences.
However, smaller creators may find themselves struggling to gain traction if their videos are downgraded due to lower engagement.
This creates a cycle where established creators reap the benefits of higher quality, while new voices may find it difficult to break through.
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To navigate these challenges, creators should focus on maintaining high video quality. Here are some practical tips:
- Know your audience: Understanding what resonates with your audience is key. Conduct surveys or analyze engagement metrics to tailor your content effectively.
- Invest in quality production: Higher production value can enhance viewer experience. This includes good lighting, clear audio, and engaging visuals.
- Promote engagement: Encourage viewers to like, comment, and share your videos. Engaging directly with your audience can help increase views and interactions.
- Optimize posting times: Research shows that posting when your audience is most active can significantly increase engagement, so experiment with different times to see what works best.
Brands need to step up their game by creating content that not only looks appealing but also resonates with viewers on a deeper level.
A great example of this is Mohawk Chevrolet's viral TikTok series.
Humorous office scenarios inspired by “The Office,” even featuring GM CEO Mary Barra in one of their recent episodes, underscore the dealership’s creative marketing success and ability to engage viewers with relatable content.
