Takeaways from Instagram Head Adam Mosseri’s Latest Interview 💡

TODAY’S EDITION

• Five key takeaways from Adam Mosseri’s latest interview — from Instagram’s priorities to what the platform is currently working on.

• Best Buy announces a creator program, complete with shoppable creator storefronts.

• Vimeo launches a no-code solution for creators to build their own streaming services and apps.

If you're getting value from the newsletter and want to support, you can do so in a few ways: share it with a colleague, contribute via Buy Me A Coffee, or upgrade to the paid tier.

Instagram’s Adam Mosseri on Priorities, Algorithm Changes, Search Upgrades, & More

Instagram head Adam Mosseri joined Brock Johnson on the Build Your Tribe podcast for a 50-minute conversation covering platform priorities, algorithm changes, and what’s next. While some of the topics have been addressed in Mosseri’s AMAs, this interview offers fresh context.

1. Platform Priorities: Instagram is focused on helping smaller creators break out, rewarding original content, and accelerating how quickly trends emerge.

2. Recommendations in Feed: Instagram’s recommendation push began when feed sharing dropped, leading to lower engagement. Recommendations were introduced to keep the feed relevant. (Key stat: More photos and videos are now shared via DMs than Stories — and more in Stories than in the main feed.)

3. Algorithm Updates: The algorithm is updated daily through micro-adjustments. Major shifts in reach typically align with external events like holidays, seasons, or global moments when posting behavior changes. Creators are encouraged to track long-term trends instead of focusing on the performance of individual posts.

4. Search Improvements: Instagram is making content more discoverable via search engines like Google and improving in-app search to help users find more relevant content.

5. Short-Form > Long-Form: Instagram isn’t just optimizing for time spent. If it were, long-form video would be the focus. Instead, short-form videos take priority because they are more participatory and shareable, and they are aligned with Instagram’s goals around entertainment and connection.

Why It Matters: Hearing directly from Mosseri gives creators and marketers clearer insight into Instagram’s thinking and how it positions itself against TikTok and YouTube. Unlike most competitors, Instagram also serves everyday users connecting with friends — creating a unique balancing act between creator priorities and social utility.

Direct-to-User Strategy: Mosseri is leading a broader trend among platform execs like Meta’s Mark Zuckerberg, YouTube’s Neal Mohan, and Snapchat’s Evan Spiegel, who are increasingly using creator podcasts and their accounts to speak directly to users about the platforms they run.

Best Buy Launches Its Own Creator Program with Shoppable Storefronts

Best Buy announced the Best Buy Creator Program, giving creators, regardless of follower count, a way to partner with the brand and drive product discovery through Best Buy storefronts.

Participants can curate collections, earn commissions, and track performance. Some will also get access to brand campaigns and placement across Best Buy’s digital channels. Early creators in the program include Linus Sebastian (Linus Tech Tips), Jenna Ezarik, and Judner Aura (UrAvgConsumer).

Why It Matters: Best Buy is following in the footsteps of retailers like Amazon and Walmart by building creator-powered shopping experiences. By surfacing creator recommendations directly on its website, Best Buy adds credibility and relevance at the exact moment of purchase.

Looking Ahead: With electronics prices expected to rise due to tariffs, the program’s initial momentum may be tested. Still, bringing creators into the fold in a more meaningful way was overdue and can help further accelerate its online sales.

Vimeo Lets Creators Build Their Own ‘Netflix’ Style Streaming Services and Apps

Vimeo launched Vimeo Streaming, a new no-code solution that lets creators build their own ‘Netflix’ style streaming services and branded apps.

Creators can fully customize their platforms — from branding and artwork to video organization and layout. They can monetize with subscription tiers, ads, sponsorships, live events, and even merch. Plus, they get access to Vimeo’s AI tools (like translations), content protection, and analytics, and they can distribute across iOS, Android, Apple TV, Roku, Fire TV, and more.

Why It Matters: More creators are landing deals with streaming platforms. But Vimeo’s move flips the script: now creators can launch their own streaming services. It’s a compelling option for creators seeking to expand beyond YouTube while retaining full ownership and control.

What’s Next: This feels like a step toward a prediction I’ve made for 2025: a major streaming platform opening its doors for direct uploads from creators. Vimeo isn’t quite that, but it’s getting us closer.

QUICK HITS

Meta

• Instagram may be testing lockable posts.

• Instagram is reportedly developing an iPad app.

• Meta expanded Teen Accounts to Facebook and Messenger.

• Meta is hosting a free Reels webinar on April 24.

• Threads is testing a feature that lets users follow the same creators they follow on X.

• Threads is now the official Social Media Partner of the UFC.

YouTube

• YouTube published a Shorts Starter Guide.

• YouTube is rolling out AI-generated custom instrumentals.

• YouTube announced its support for the NO FAKES Act of 2025.

LinkedIn

• LinkedIn is rolling out its Video Trends feature to U.S. users.

• LinkedIn launched Create on LinkedIn, a new hub offering content creation tips.

• LinkedIn released a new Canva app featuring video ad templates.

Snapchat

• Snapchat introduced a new ad format in Sponsored AI Lenses.

• Snapchat is accepting sponsorships for its Snap School creator events.

TikTok / Reddit / Bluesky / Canva

• TikTok launched the Specialized Rewards Program, which incentivizes creators to post content in verticals like film, auto, education, and sports.

• Reddit added a Partners page in Business Manager that enables advertisers to collaborate with other businesses.

• Bluesky revamped its search page to Explore, featuring trends, suggested accounts, and Starter Packs.

• Canva unveiled several updates, including Canva AI and Canva Sheets.

WHAT I’M READING

NBA Team the Atlanta Hawks Bet on Creators to Boost Advertiser Appeal (Alexander Lee, Digiday)

The Atlanta Hawks launched the Atlanta Hawks Creator Collective, a group of 25 creators with exclusive access to home games, events, and paid brand campaigns. The team is betting on creators as a way to tap into larger advertising budgets.

BeReal Launches Its Ad Business in the U.S. Just as Others Pull Back (Krystal Scanlon, Digiday)

The once anti-ad app BeReal is now expanding its ad business in the U.S., following tests with brands like Nike, Netflix, and Levi’s. It currently offers in-feed ads and homepage takeovers, with plans to introduce a self-service ad platform.

People Magazine's New Scrollable, TikTok-like App Is Powered by a Team of 70 (Mark Stenberg, AdWeek)

People Magazine joins the growing trend of companies launching apps designed like social media platforms. Their new standalone app features a TikTok-style scrollable feed, blending original reporting, news, video storytelling, and even a reality series spotlighting its newsroom talent.

Easy Rider: CGA Launches Standardized Contract Language to Protect Creators (Daniel Abas, Creators Guild of America)

The Creators Guild of America unveiled its CGA Rider, a standardized contract designed to offer creators essential legal protections and ensure their rights and work are safeguarded across campaigns and partnerships. It’s backed by key industry players. (Disclosure: I’m part of the Advisory Board)

THANK YOU

Was this forwarded to you? Sign up here to receive the next edition directly in your inbox.

Support the Newsletter: If you're getting value from the newsletter and want to support, you can do so in a few ways: share it with a colleague, contribute via Buy Me A Coffee, or upgrade to the paid tier.

Stay Connected: For more content and updates, visit my website or follow me on LinkedIn, Threads, and Instagram.

Interested in Working Together? I’m available for a full-time role, consulting, advising, brand partnerships, speaking, and more. Let’s connect here.