INSTAGRAM CHIEF SHARES INSIGHTS INTO ITS ALGORITHMS, CREATOR MONETIZATION, AND MORE

Summary from the TLDR Marketing newsletter

More than half of Instagram usage is now video-based. Content that encourages sharing among friends drives the most value and engagement on the platform. Instagram is prioritizing short-form videos to foster private interactions and discussions. The app's algorithm now ranks content based on “shares per impression”, making sends a key metric for evaluating post success. Half of all video impressions are viewed with sound off. Meta is prioritizing creators over publishers to shift power towards individuals.