Instagram Leader Says App will Prioritize Original Content in 2025

Instagram head Adam Mosseri said the app will prioritize original content in 2025. The comments follow a week of major changes at parent Meta Platforms over how the company will handle content moderation. They also come just days ahead of a possible ban of TikTok, set to take effect on Sunday, which could lead to an uptick in activity on Meta’s apps.

In a video posted to Instagram Monday, Mosseri said Instagram would in 2025 focus on two priority areas: “creativity and connecting with the people that you care about.”

Mosseri said Instagram would promote creative content by “making sure that our creative tools are best in class across the board, which they are not right now; by embracing new technologies like AI to allow more creators to create more content that they’re proud of; and by trying to reward creative content more by focusing ranking on things like originality.”

Mosseri notably made no reference to youth safety or user wellbeing, areas that have been the subject of immense scrutiny in recent years as lawmakers and parent groups pushed for greater protections for young people using apps such as Instagram.