Instagram is refining its video quality strategy, prioritizing high-quality playback for videos that generate more interest while scaling down for less-viewed content.Â
This adjustment, confirmed by Instagram head Adam Mosseri, aligns with Meta’s approach to use varying encoding settings depending on a video’s popularity.
The company’s strategy is to balance storage efficiency and processing demands by allocating higher quality to widely watched videos.
Although the quality difference is reportedly minimal, some users argue this system favors popular creators, allowing them to maintain high standards and potentially strengthening their reach.
 For smaller creators, however, limited exposure to top-quality formats could present a barrier to growth.
Mosseri noted that, on average, the impact on engagement is more influenced by video content than by playback quality, as the platform seeks to manage resources effectively while enhancing viewer experiences.
“We bias to higher quality (more CPU intensive encoding and more expensive storage for bigger files) for creators who drive more views.
 “It’s not a binary [threshold], but rather a sliding scale.
“It’s the right concern. In practice it doesn’t seem to matter much, as the quality shift isn’t huge and [whether] or not people interact with videos is way more based on the content of the video than the quality.” Quality, he said, turns out “to be much more important to the original creator.”
