Instagram’s Adam Mosseri has gifted users with some insider knowledge on how the platform’s algorithm actually works.

The Edits Advantage: A Temporary Love Affair
Let’s start with the juicy bit: videos created with Meta’s “Edits” app are getting a little algorithmic leg-up on Instagram. The reasoning is delightfully honest in its corporate transparency. Instagram wants people to know about Edits, so they’re essentially bribing creators with reach boosts to try the app. It’s digital marketing 101: if you want people to use your new toy, make the old toy work better when they do. However, Mosseri was quick to add that this boost won’t last forever, and Instagram can detect if you’re just gaming the system.

The Great Engagement Myth: Busted
Perhaps more interesting than the Edits revelation is Mosseri’s myth-busting insight about engagement strategy. For years, creators have operated under the assumption that engaging with content similar to theirs would boost their own reach, a kind of algorithmic karma where liking begets likes.

Turns out… not so much. According to Mosseri, what you choose to consume and engage with doesn’t directly impact who sees your content. Your midnight scroll through cooking videos won’t suddenly make Instagram think your fitness content should reach more food enthusiasts. The algorithm isn’t playing six degrees of separation with your engagement history.

In essence, Instagram’s latest bout of transparency serves as a reminder that behind every algorithm is a team of people making decisions about what gets seen and what doesn’t. The myth isn’t just about engagement patterns. It’s about the idea that there’s a secret formula for social media success.

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