In the ever-evolving world of social media, Instagram has become a dominant platform for sharing photos and videos. However, a recent revelation has sparked concern among users: Instagram appears to be lowering the quality of videos that don’t perform well. This discovery has raised questions about fairness, transparency, and the platform’s impact on content creators.
This issue came to light in July 2023 when Instagram head Adam Mosseri, during a video AMA (Ask Me Anything) on Threads, mentioned that the platform prioritizes video quality for content with high engagement. In simpler terms, videos that receive fewer views and interactions may be stored and displayed in lower resolution. This practice has left many creators, especially those with smaller followings, feeling frustrated and disadvantaged.
Why is Instagram doing this?
The primary reason behind this practice is cost optimization. High-quality videos require more CPU-intensive encoding and consume more storage space, leading to higher costs for the platform. By lowering the quality of less popular videos, Instagram aims to reduce these expenses. While this approach might seem logical from a business perspective, it raises concerns about its impact on creators and the overall user experience.
How does this impact creators?
For creators, especially those starting out or with niche audiences, this practice can be a significant setback. Lower video quality can negatively affect the viewing experience, potentially discouraging viewers from engaging with the content. This can create a vicious cycle where low engagement leads to further quality degradation, making it even harder for creators to grow their audience.
What can creators do?
Despite this challenge, creators can adapt by focusing on creating high-quality, engaging content that encourages interaction. Utilizing relevant hashtags, engaging with followers, and promoting content across other platforms can also help increase visibility and engagement.
The bigger picture:
This issue highlights a broader concern about the power dynamics between social media platforms and content creators. While platforms like Instagram provide valuable avenues for creators to reach audiences, they also hold significant control over content visibility and distribution. This incident serves as a reminder for creators to diversify their online presence and not rely solely on a single platform.
My personal experience:
As someone who frequently shares videos on quality degradation, I’ve noticed a difference in video quality depending on the level of engagement. While my popular videos generally maintain good quality, some of my less popular ones appear noticeably pixelated or blurry. This experience has made me more conscious of the factors that influence video quality on the platform and the importance of creating engaging content.
Looking ahead:
Instagram is reportedly exploring ways to inform users about potential decreases in video quality. However, the lack of transparency surrounding this practice remains a concern. It’s crucial for platforms to be upfront about their algorithms and policies to ensure a fair and equitable experience for all users.
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