Myth-Busting Instagram Strategy — Insights from Adam Mosseri

Why Engagement Isn’t What You Think It Is

For years, marketers have believed that engaging with content similar to their own helps boost visibility on Instagram. But according to Adam Mosseri, Head of Instagram, that’s simply not true. In a recent Q&A, Mosseri cleared up one of the most common misconceptions on the platform, and his explanation might just reshape how you approach your Instagram strategy.

“You don’t need to interact with content that’s similar to your content to maximize your reach,” Mosseri explained. “We want to connect everyone with content that they’re interested in, so feel free to interact with what you love while creating content for your audience.”

So What Actually Matters for Reach?
Instagram’s algorithm is designed to connect users with content they genuinely enjoy, not to reward creators for staying inside their niche bubble. The more you engage authentically, the better the algorithm understands you as a user, not just as a creator.

For brands and creators, this means shifting focus from “gaming the algorithm” to building authentic, audience-first content. Instead of chasing trends, prioritize:

• Creating posts that your audience finds valuable
• Experimenting with content formats (Reels, carousels, Stories)
• Engaging meaningfully with your followers, not just your peers

The Hashtag Truth
Another myth Mosseri addressed: hashtags don’t improve visibility. Contrary to long-held beliefs, hashtags are not a discovery engine, they’re an organizational tool. “They’re a great way to let people know what a post is about and connect posts,” Mosseri noted. So, while hashtags won’t boost your reach, they can still help users navigate content topics and brand themes.

Takeaway for Creators and Brands
Focus on storytelling, not shortcuts. Build genuine engagement by creating content your audience cares about, and let your brand’s authenticity do the algorithmic heavy lifting.