How to get more litter on Instagram, according to his higher executive

Content creators are well aware that they are playing in the attention economy.

More eyeballs on the content of a creator generally translate into more advertising or leverage for the negotiation of contracts with brands. The initiates of the industry often refer to this metric – the number of unique accounts which consider content – as a “scope”.

“People always want more scope,” said Instagram’s best executive, Adam Mosseri, in a recent interview with Podcast with the creator and social media coach Brock Johnson.

Reach was a recurring theme in Johnson’s interview with Mosseri, during which the Instagram executive dissipated rumors on algorithm, hashtags and bomb bench.

Mosseri has also listed three priorities on which Instagram focuses on creators:

1. Instagram wants to reward the original content made by creators.
2. The platform seeks to help small creators to “burst” and build audiences on the application, which will require engineering power.
3. He also wants to improve and faster in driving trends. “It still takes too long for things to appear on Instagram,” said Mosseri.

Aside from Instagram’s main priorities for creators, Mosseri has stated several threads that offer an overview of what Instagram is accelerating in the future and how creators can adapt to changes in the platform.

“What we are always trying to do is understanding something that is not only good for creators, but also good for average people,” said Mosseri, adding that everything in this intersection should also be “good for Instagram”.

Here are three key dishes from the podcast:

1. The main flow of Instagram is the “most important place that creators to publish”

Mosseri said on the podcast that only a small percentage of non -creative users publish on the flow every day, making creators most of the content in the Instagram flow.

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“This is the most important place that creators to publish,” he said.

The creators will reach more people by publishing on the flow than to stories, which are mainly to interact with friends (a bit like the DMS).

2. DMs are a crucial place to share content for creators

Mosseri has spoke at length about how direct messages (DMS) are where people mainly share photos and videos with each other on Instagram. The company has also published more than 20 new DM features in the past year.

But DMs are not only a space to interact with friends. They also help Instagram algorithm to recognize shared content.

“Sharing” – when someone sends a piece of content, like their stories or DMS – is one of the most important measures to monitor for creators when you consider what affects the scope.

When asked if Instagram weights share more DMS or stories than the other, Mosseri said that Instagram values ​​both “relatively also”. However, he highlighted the importance of sharing content in the DMS.

“If you send me something and you say to yourself:” I think you would really be interested in this “, it’s much more significant,” said Mosseri.

3. Instagram doubles on SEO, both out of and out of the application

“We are trying to do better to have the content of creators on Instagram Surface in search results for Google and other research suppliers because I just think it is a win-win for everyone,” said Mosseri.

He added that there is a “skinny and nasty” team that works on this subject. Instagram also has a lot of work to do on its own research feature – which its main competitor, Tiktok, is known.

Mosseri said that the search for content in the Instagram application was “not very good” and added that the company had “strengthened this recently team” and would deploy new features in the coming months.

An upcoming overhaul will be the search button recommended by Instagram which appears in the comments section on publications (somewhat similar to Tiktok). Currently, the recommended research function of Instagram draws real content of the article itself (video, photo or legend), but Mosseri said that the next iteration will also draw information from what is discussed in the comments section.

“Sometimes, where is the real interesting context, is not in the room that someone has downloaded, but in the context that surrounds them, which is almost always in the comments,” said Mosseri.

Users can expect to see more of these recommended research prompts as Instagram improves in “Understanding content and context”, but not all items, said Mosseri.