Why Your Instagram Post Might Be Blurry 😵

TODAY’S EDITION

• Instagram’s Adam Mosseri reveals the platform adjusts the quality of a post based on performance — Is it a big deal?

• Netflix capitalizes on the rise of TV and movie clipping with its new feature, Moments.

• Uber Eats allows foodies to curate their favorite restaurants and menu items with the new Lists feature.

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Instagram Reveals It Adjusts the Quality of a Post Based on Performance

In a recent AMA, Adam Mosseri revealed that the platform will adjust the quality of Reels, Stories, and Photos, based on performance and network conditions, such as slow Wi-Fi. When asked about blurry Stories, he explained:

I tune into these weekly sessions for insights into new features and the platform's functionality. I often share clips of what stood out to me, and in this case, I did as usual—though I didn’t think it was a big deal. I was wrong—a lot of people, creators included, voiced frustration, and it picked up enough momentum that Mosseri chimed in to clarify further:

He also addressed a specific concern from another user regarding the impact on smaller creators: "Doesn't this make it harder for them to compete?"

What to Make Of This?

Creators have every right to feel upset, especially when they invest time and effort into high-quality uploads, but it actually might not be that simple.

From a business angle, Instagram’s approach makes sense. High-quality uploads are costly in terms of storage and processing power (Meta actually shared a blog post about this in 2023). This isn’t unique to Instagram; many platforms use similar strategies, especially with slower network connections. Showing a lower-quality video is better than showing nothing but a loading spinner.

While there aren’t concrete examples of other social platforms adjusting quality based on performance, it’s likely happening in some form across the industry.

What Might Actually Be the Biggest Issue

As much as no one wants their content displayed at less-than-optimal quality, the real issue may be that this practice indirectly works against Instagram’s recent goal of supporting smaller creators.

A few months back, Instagram announced changes to its ranking system to level the playing field, helping smaller, original content creators compete alongside larger accounts and content aggregators.

Comparing it to the Retail World

To illustrate, it’s like how retailers manage shelf space. Let’s say bigger brands represent larger creators, smaller independent brands represent smaller creators, and prime shelf space is the equivalent of high-quality content.

Imagine a retailer wants to support more independent, smaller brands and initially gives them prime shelf space. But if they don’t sell well right away, the retailer might move them to less visible spots and replace them with a bigger brand that’s driving sales. Once that smaller brand is moved, how likely is it to get the same opportunity as the bigger, well-known brands to sell off the shelf?

In Instagram’s case, if a smaller creator’s video decreases to lower quality because doesn’t gain quick traction, it’s like the smaller brand being relegated to a low-traffic shelf—reducing its chances to get noticed and make its way back to prime shelf space.

Even if the retailer’s goal is to support smaller brands, ultimately, sales are likely to matter most—regardless of their source. What if we applied that same lens to Instagram or any other platform? Although Instagram may want to help smaller creators, if the content that keeps viewers engaged the most comes from bigger creators, is that a good thing, a bad thing, or something in between?

The answer will vary depending on the shoes you’re wearing—whether you’re a larger creator, a smaller creator, a viewer, or Instagram itself.

Netflix Launches Moments to Allow Viewers to Share Clips of Their Favorite TV and Movie Scenes

Netflix has launched a new clip-sharing feature called Moments, available on iOS with plans for Android.

How Moments Work

Moments lets viewers bookmark scenes while watching shows or movies. This saves the clip to their My Netflix tab, enabling easy access. Users can also share these clips on social platforms like Instagram, Facebook, and Snapchat, complete with a link back to the scene in Netflix.

Netflix plans to add more features to help members "enjoy and share their favorite Netflix moments."

The Rise of Snackable Clips

Sharing short, snackable clips from movies and TV shows has become increasingly popular across platforms like TikTok, Instagram, and YouTube—despite piracy concerns. Viewers utilize these clips to participate in social conversations, connect with trending memes, and engage in cultural moments, making the content feel relevant and timely. This viral activity can attract new viewers back to a series or film, boosting viewership and keeping content top-of-mind.

Studios like Paramount Pictures have also embraced this trend, notably when they made Mean Girls available on TikTok through 23 individual clips for one day only.

Embracing It While Maintaining Control

With Moments, Netflix encourages this behavior while maintaining control over its content—an aspect the platform takes seriously, as evidenced by its restrictions on screenshots and screen recording on mobile devices.

As streaming services confront slowing growth, platforms are exploring various strategies to keep current subscribers engaged and attract new ones. In addition to introducing live sports and events, integrating more social features has been a key focus.

TikTok Takes Notice

In a related effort, TikTok recently launched TikTok Spotlight, an advertising solution for TV and movie studios that helps them capitalize on the convergence of Hollywood and social media. This initiative includes the ability for studios to give creators access to official clips to promote existing and upcoming releases.

What Could Be Next

As Netflix plans to build on its Moments feature, there’s a possibility that it will take a similar approach and give select creators access to integrate these clips into their own content—something the NBA is also doing with its creator initiatives.

Uber Eats Empowers Influencers to Share Their ‘Best Of’ Meals and Restaurants with Lists

Uber Eats has rolled out Lists in select cities, including New York City and Chicago.

How Lists Work

Lists allow users to discover, create, and share collections of their favorite restaurants and menu items. Accessible under the Account tab, these lists can be shared directly with friends or made public, with top collections featured on the Uber Eats home feed.

To kick things off, Uber Eats partnered with local influencers like Jeremy Jacobowitz (Brunchboys), Ella Kahan and Emma Matarasso of Chew York City, Sam Roby of Chicago Food Authority, and Cam Brenson of Bored In Chicago to curate their city’s top picks.

First Foray Into User-Generated Content

This feature marks Uber Eats’ first foray into user-generated content, empowering everyone from influencers to casual diners to share their go-to spots and build a community around local dining.

The impact of food influencers like Keith Lee, whose viral reviews have driven massive demand for small businesses, highlights how personalized recommendations can transform local dining. Lists tap into this dynamic by connecting users with handpicked options—from “Date Night Desserts” to “Toddler-Approved Dinners”—that suit individual tastes and give local favorites a chance to shine.

What It Means for Creators

For creators, Lists offers an opportunity to grow their audience by reaching Uber Eats users who may want to follow them on their social accounts for more recommendations.

Although there is no mention of what the current group of influencers is receiving for helping to promote this feature, Uber Eats could build an affiliate component to encourage more people to build and share their own Lists in exchange for commissions on sales they drive.

More Creators & More Social

The launch of Lists reflects a broader shift among non-social media platforms, like Glassdoor, to integrate recommendations from influential individuals—like creators and influencers—to drive engagement and actions.

WHAT I’M READING

Forbes Top Creators 2024: The Influencers Turning Buzz Into Billions (Forbes)

Forbes has released its Top Creators 2024 list. The list features 50 creators ranked based on factors such as gross earnings, follower counts, and entrepreneurial ventures. MrBeast topped the list, joined by others like Marques Brownlee, Druski, Kai Cenat, Drew Afulano, and Ms. Rachael.

LTK and Northwestern University Retail Analytics Council Announce Annual Creator Marketing Study (LTK)

LTK has teamed up with Northwestern University’s Retail Analytics Council to produce a report on how marketing leaders plan to invest in creator marketing for 2025. Notably, 93 percent of respondents indicated that creators will play an increased role in their strategy, and 41 percent plan to allocate half of their digital budget to creators.

How Maybelline is leveraging Pinterest to reach Gen-Z makeup fans (Glossy)

With the emergence of Collages and enhanced advertising capabilities, Pinterest has strengthened its tools for brands like Maybelline to connect with Gen Z. By utilizing Collages Remixes and leveraging trend data to inform the content its creator partnerships produce, the cosmetic company is finding success on the platform.

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