Adam Mosseri explains how creators can boost reach on Instagram

New Delhi: Instagram head Adam Mosseri has shared insights into how creators and brands can build sustainable reach on the platform, stressing that growth is rooted in purpose, consistency, and experimentation rather than quick tactics.

In a recent video posted on Instagram, Mosseri spoke about the importance of being strategic rather than reactive when it comes to expanding one’s audience. He said the conversation was meant to “start at the highest level,” before delving into tactical advice in a future video.

“The most important thing is you are clear about what your goal is. Reach is a means to an end, not an end in and of itself,” he said, underlining that creators must first define whether they are trying to sell a product, build a brand, or raise awareness for a cause. 

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According to Mosseri, clarity of intent forms the foundation for a consistent content strategy, allowing creators to produce work that aligns with long-term objectives rather than chasing short-term engagement.

He went on to highlight the value of repeatable concepts, formats or patterns that help creators avoid the burnout of producing something entirely new every day. “It is very difficult every day to come up with a new idea from scratch. But if you have a couple patterns or ideas that you can repeat over time, it makes it a lot easier to get going,” 

Mosseri explained. Such consistency, he added, also gives audiences a clear sense of what to expect, strengthening the reason they choose to follow a particular account.

Mosseri also cautioned against stagnation, pointing out that audiences and algorithms evolve, requiring creators to keep experimenting. “You have to experiment. What works and resonates today might not work next month or next year,” he said. He noted that even when ranking systems remain stable, user interests naturally shift, making innovation and testing essential for continued growth.

“Start by setting your goals, setting repeatable concepts, and making sure that you are ready to experiment because that is gonna be the most important foundation for growing your reach over time on platforms like Instagram,” he concluded.