How Instagram's algorithm is different from TikTok and YouTube
What's the story
Instagram's head Adam Mosseri has revealed how the platform's algorithm works and how it differs from those of TikTok and YouTube. In a recent podcast with Semafor's Ben Smith and Max Tani, Mosseri said the Instagram algorithm is designed to give every piece of content a fair shot at success, regardless of creator popularity or follower count.
Algorithm details
Instagram's exploration-based ranking system
Mosseri explained that Instagram employs an "exploration-based ranking" system. This method intentionally reserves impressions to test new and unproven content. He likened the process to a competitive audition where each post is first shown to a small audience and its reach is then expanded based on performance. This way, even content from creators with smaller followings can go viral quickly, he said.
Platform comparison
Mosseri's comparison with TikTok and YouTube
When asked about Instagram's algorithm in relation to TikTok and YouTube, Mosseri said the exploration-based ranking model is now standard across major platforms. He acknowledged TikTok's extensive experimentation with features like Stories and messaging, but noted that their commerce strategy differs from Instagram's. Mosseri praised TikTok for its boldness in trying new things but emphasized that they have a different approach to handling transactions on their platform.
Commerce strategy
TikTok's 1st-party commerce model
Mosseri also highlighted TikTok's aggressive push toward a first-party commerce model, where transactions are handled directly on the platform. He said this approach has made the app look like an e-commerce marketplace with its shop tab. Mosseri also noted that TikTok is "very much applying lessons they've learned in China to the rest of the world."