Instagram’s head Adam Mosseri has unveiled an ambitious roadmap for the platform in 2025. As the social media landscape undergoes seismic shifts, Instagram is betting big on originality and creativity.

Remember when Instagram was the go-to platform for aspiring photographers and digital artists? Mosseri certainly does. 

In a recent announcement, he emphasized that Instagram aims to evolve its algorithm to prioritize original content: “Instagram was really founded on the idea of allowing anybody to share something creative that they were proud to share,” he reminded users in a recent announcement across Instagram and Threads. This isn’t just empty nostalgia–it’s backed by concrete plans to revolutionize the platform’s algorithmic rankings to favor original content.

The shift in strategy couldn’t have come at a more significant time. With TikTok facing an uncertain future in the midst of potential regulatory action, Instagram appears to be positioning itself as the natural heir to the creative throne. Reports suggest that Instagram’s executives are already preparing for a possible influx of digital creators seeking a new home for their content.

However, Mosseri acknowledges that Instagram’s current creative tools are not yet best in class. In a refreshingly honest admission, he revealed that the platform is working on improving its creative tools and integrating AI to open up new possibilities for content creation.

What does this mean for users and creators? We might be witnessing the dawn of a new era in social media–one where algorithmic promotion and authentic creativity aren’t at odds with each other, but highly valued. 

For brands and content creators, this signals a clear directive: originality will be rewarded more than ever before.

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