Instagram is rolling out a game-changing update: video quality will now depend on engagement. According to Instagram Head Adam Mosseri, videos that capture attention and spark interaction will get better visibility and quality. On the flip side, videos with low engagement may see their quality—and reach—reduced.
This update is not just a tweak; it’s a call for brands to rethink their content strategies. To stay ahead, brands must focus on creating videos that resonate with their audience and drive meaningful interactions. In this guide, we’ll break down the implications of this update and share strategies to help you thrive under the new rules.
What Is Instagram’s Video Quality Update?
Here’s how the new policy works:
- Engagement Determines Quality: Videos that perform well—through likes, shares, comments, and saves—get rewarded with better quality and visibility.
- Low Engagement Videos Are Downgraded: Videos that fail to connect with viewers may see reduced quality as Instagram optimizes its platform resources.
Why is Instagram doing this? With billions of videos uploaded daily, the platform needs to prioritize content that users enjoy. This approach is similar to what platforms like YouTube and TikTok have been doing for years.
Why This Update Matters for Brands and Creators
Opportunities
- Better Reach for Engaging Content
High-quality, engaging videos now have the potential to reach a larger audience. This gives smaller brands and creators a chance to shine if they focus on content that resonates.Example: A small bakery shares a video of a cake-decorating process. Viewers are hooked by the intricate designs and share the post, amplifying its reach. - Creativity Takes Center Stage
The update incentivizes brands to invest in creative and meaningful content, shifting the focus from quantity to quality.Example: A personal trainer posts a funny “workout fails” Reel, which feels relatable and encourages shares—outperforming polished but generic workout videos.
Challenges
- Tougher for New Creators
Without initial traction, newer accounts may struggle to get their videos seen. This makes early engagement more critical than ever. - Higher Content Demands
Consistently producing high-quality, engaging videos requires more time, creativity, and often a bigger budget.
How This Update Aligns with Social Media Trends
Instagram isn’t the first platform to tie content visibility to engagement. Here’s how it compares to industry leaders:
What YouTube Teaches Us
- Engagement Drives Visibility: Videos with high watch time and interaction are more likely to appear in recommendations.
- Consistency Builds Loyalty: Regularly posting quality content keeps audiences engaged.
Takeaway: Treat your Instagram videos like a mini-series. Post consistently and build a connection with your audience over time.
What TikTok Teaches Us
- Trends Are Game-Changers: Viral sounds, challenges, and themes help creators gain visibility.
- Authenticity Outperforms Perfection: Relatable, raw content often gets more engagement than overly polished videos.
Takeaway: Don’t be afraid to experiment with trending audio or informal content that shows your brand’s personality.
How Brands Can Thrive Under Instagram’s New Policy
1. Know Your Audience
Understanding your audience is crucial for engagement. Use Instagram Insights to identify what types of videos perform best and focus on those themes.
Example: A travel company notices their audience loves short packing hacks. They double down on these videos, ensuring each one includes tips viewers can use immediately.
2. Prioritize Production Quality
While authenticity is key, poor-quality visuals or audio can harm engagement. Ensure your videos are clear, well-lit, and easy to watch.
Pro Tip: Use tools like CapCut, Canva, or InShot to enhance your videos without breaking the bank.
3. Drive Engagement With CTAs
Videos that invite interaction will perform better. Use calls to action (CTAs) to encourage viewers to comment, share, or save your content.
Example: A fitness coach posts a video of simple stretches with the caption, “Which stretch is your favorite? Tell us in the comments!”
4. Post at the Right Time
Timing is everything. Use your analytics to find when your audience is most active and schedule posts accordingly.
Example: A fashion brand notices their followers engage most between 6–8 PM and ensures their posts go live during that window.
5. Stay Trend-Savvy
Leverage trending audio, hashtags, or themes to keep your content fresh and relevant. Platforms like TikTok Trends or Instagram Explore can help you identify what’s popular.
Example: A pet brand uses a trending audio clip to showcase a series of adorable dog tricks, blending the trend with their niche.
Case Study: Creativity in Action
Mohawk Chevrolet’s Social Media Success
Mohawk Chevrolet embraced creativity by creating a TikTok series inspired by The Office. Their videos featured humorous office scenarios and appearances from real employees. The relatable, quirky content resonated with viewers and helped humanize their brand.
Results:
- Viral engagement that increased their visibility across platforms.
- A loyal following that saw them as more than just a car dealership.
Key Takeaway: Authentic storytelling and humor can turn even “serious” industries into social media stars.
Conclusion: Your Roadmap to Success
Instagram’s new video quality policy emphasizes one thing: engagement is everything. To thrive, brands need to shift their focus from simply posting to truly connecting with their audience.
Key Strategies Recap:
- Understand your audience and tailor content to their interests.
- Invest in quality visuals and sound while staying authentic.
- Actively invite interaction with compelling CTAs.
- Time your posts for maximum impact.
- Leverage trends while maintaining your brand’s unique voice.
This update is an opportunity to create videos that aren’t just seen but remembered. Start by focusing on content that educates, entertains, or inspires—and watch your engagement, visibility, and quality soar.
Your Next Move: Take a fresh look at your video strategy. What’s working? What’s not? Use these insights to refine your approach and stay ahead in the ever-evolving Instagram landscape.
For a deeper understanding of how different audiences engage with content, check out our guide on How Each Generation Engages With Content. It’s packed with insights to help you tailor your strategy for every demographic.