Instagram Chief Dispels Engagement Myth, Says Using Edits Boosts Reach

Inner Sircle

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18d ago 2:57

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On this episode I reference a Socialmediatoday.com article about Edits App reach upside and a dispelled engagement myth.

See notes below.

Reach boost via Meta’s “Edits” app

Videos created in Instagram’s new “Edits” app currently get a slight reach boost when posted

This boost is designed to promote awareness and use of the Edits app

Mosseri is warning people not to upload random or recycled videos into Meta’s new Edits app purely to get the small reach boost that Instagram is currently giving to content made with Edits

Instagram can tell when you’re only using the app as a shortcut (e.g., uploading fully finished content into Edits without actually editing it there), so you won’t trick the algorithm into thinking it’s “fresh” content.
Use Edits for genuine editing, not as a hack—Instagram can detect the difference.

MO’s POV / Takeaways:

Right now, Instagram is rewarding videos edited in its new “Edits” app with a small reach bump to encourage adoption. This is temporary and only works if you genuinely use the editing features. Uploading pre-made content as a loophole won’t work, as Instagram can detect inauthentic use. We’re already ahead here, since we’ve been recommending Edits over CapCut given CapCut’s recent T&C updates.

Dispelled the myth about engagement and reach

Instagram does NOT require users to engage with content similar to their niche to maximize reach

Instagram does not use your content consumption or engagement history as a direct factor for audience targeting

Interacting with similar content is good for awareness and community-building, but it doesn’t algorithmically impact who sees your posts
Mosseri advises: engage with content you love, but create content your followers love

What surprised me is Mosseri’s confirmation that your personal engagement with similar content does not influence your post’s reach—unlike TikTok, where it does. Instagram’s algorithm isn’t targeting audiences based on what you consume, but rather on how others respond to your content. That said, Mosseri reinforced that engaging with similar content is still valuable for awareness and community-building, which supports our proactive community management strategy.

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