Ahead of TikTok ban, Instagram to prioritize original content: Mosseri

Adam Mosseri, head of of Meta Instagram said on Monday that the app will focus on prioritizing original and creative content in its algorithmic ranking in 2025.

His comments are forthcoming on the Mosseri video published 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 the video, which was posted on Instagram and the micro-blogging app Threads of Meta. “We want to double down here.”

Mosseri’s remarks come ahead of the potential ban on TikTok, which is due to take effect on Sunday. Already, the creators of TikTok have started asking their fans to follow them on other apps, including Instagram. After the Supreme Court heard oral arguments in the case involving the future of TikTok on Friday, Instagram executives held impromptu meetings, ordering staff to prepare for a potential influx of new users if the ban goes through. CNBC reported Sunday.

To prioritize original content, Instagram focuses on improving its creative tools so that they are the best in class, which they are not currently, Mosseri said. Instagram will also embrace new technology that can make it easier for users to publish more content, such as artificial intelligence.

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