If your Instagram content isn’t popular, you might miss out on top video quality: here's why!

If you feel like your video content on Instagram is not of the best quality, well… it could be because your clips are not that popular. This isn't a tin foil hat conspiracy, this is what Instagram head Adam Mosseri is suggesting.

He explained it all in a short reel clip on Instagram (then reposted on Threads). Generally, Instagram aims to display videos at the highest possible quality. However, if a video doesn’t maintain viewership for an extended period – since the majority of views typically happen early on – they’ll reduce its quality to conserve resources. Should the video regain popularity and attract a high number of views, Instagram will re-render it in higher quality.

That's a big "should", though.

People are asking the right question – wouldn't this make it harder for smaller, relatively unknown creators to compete?

To which the following answer comes:



People are not buying it, though:



Yup. Having your video content streamed in high quality on Instagram is like rolling out the red carpet for your audience. Imagine you’ve spent hours – or days! – planning, shooting, and editing that video. You’ve nailed every frame, every color pop, every detail. When it’s streamed in top quality, all that effort shows – no weird blurs, no lag, just pure cinematic magic. It’s like giving your audience front-row seats instead of the cheap seats in the back.

Okay, I may have overcooked it with the "pure cinematic magic" thing, but you get the point.

But high-quality content is visually irresistible. When people can actually see the details, they’re far more likely to stick around and watch the whole thing, I think. The longer they watch, the better it is for engagement, reach, and, of course, for you.

High-quality content also builds trust. When your videos look sharp and professional, it’s an instant credibility boost: people are more likely to see you as an authority, believe what you’re saying, and even consider buying what you’re endorsing. This credibility isn’t just great for fans; brands take notice, too, which can open doors to collaborations and sponsorships. This means: money.

Platforms like YouTube and TikTok are already investing in better streaming quality, so Instagram needs to catch up.