Before banning TikTok, Instagram will prioritize original content: Mosseri

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

His comments came in a video posted by Mosseri outlining Instagram’s priorities for the year, which include improving social connections for users.

“Instagram was really built on the idea of ​​allowing anyone to share something creative that they’re proud to share,” Mosseri said in the video, which was posted on Instagram and Meta’s Threads microblogging app. “We want to double that.”

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

To prioritize original content, Instagram will focus on improving its creative tools to be best-in-class, which it isn’t currently, Mosseri said. Instagram will also adopt new technology that can make it easier for users to post more content, such as artificial intelligence.

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

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