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If a video’s view count drops after its initial surge, Instagram will automatically reduce its resolution
Instagram claims the move is part of a broader strategy to optimise the platform’s performance.
Instagram’s recent changes to its video quality system have sparked widespread frustration among content creators, with many voicing concerns over how it will impact their content’s reach and visibility. In recent weeks, users and creators have complained about a noticeable decline in the video quality on the platform. The issue has become particularly problematic for content creators who rely on high-definition (HD) videos to engage their audiences and build their following. Lower video resolution not only hampers the viewing experience but also affects creators’ engagement and follower retention.
Instagram’s Head of Platforms and Threads, Adam Mosseri, addressed the controversy in an interview with The Verge, offering insight into the reasoning behind the platform’s new approach. According to Mosseri, the company’s decision to reduce the quality of videos over time is based on a variety of factors, primarily aimed at improving user experience.
Mosseri explained that videos which initially receive high engagement – such as increased views and interactions – will continue to be displayed in high quality. However, if a video’s view count drops after its initial surge, Instagram will automatically reduce its resolution. If the video then experiences a resurgence in views, the quality will be restored.
The move, Instagram claims, is part of a broader strategy to optimise the platform’s performance. By adjusting video quality dynamically, the company aims to minimise buffering times and ensure smoother playback across devices with varying internet speeds. The policy is also intended to conserve storage and improve overall platform efficiency, especially for users in regions with slower internet connections.
In response to concerns that the new policy could disadvantage smaller creators, Mosseri assured that the change would not affect them disproportionately. He emphasised that engagement on a video is determined by factors like content quality and audience interest, rather than the resolution or bitrate of the video itself. According to Mosseri, both small and large creators have an equal opportunity to gain traction based on the appeal of their content.
Despite Instagram’s reassurances, the new policy has drawn criticism from many content creators, particularly those who rely on high-quality visuals to attract and retain followers. Creators have taken to social media to voice their displeasure, fearing that reduced video quality could negatively impact their videos’ performance and diminish their ability to reach a wider audience.
Many creators feel that Instagram’s focus on optimising for low-speed internet and device compatibility comes at the expense of content quality, which they argue is a key factor in maintaining engagement on the platform. Some creators also expressed concern that the new approach could lead to increased competition for views, as videos with lower initial engagement might never have the chance to recover their quality, even if they gain momentum later on.