Mixed Signals from Semafor Media Instagram's Adam Mosseri on algorithms, AI slop, and how to beat TikTok
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Dec 19, 2025 
Adam Mosseri, the Chief Executive of Instagram, dives into the future of the platform, highlighting its evolution toward more TV-like content and the primacy of Reels and DMs. He discusses Instagram's strategic competition with TikTok and YouTube, addressing the challenges of 'AI slop' and the importance of raw, authentic content. Mosseri envisions how users will interact with Instagram on TV and the shifts in creator dynamics, all while predicting a more personalized and participatory future for the app.
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Instagram Is Mostly DMs And Reels Now
- Instagram's core in 2025 is DMs for sharing and Reels for public consumption.
- Stories remain the primary broadcast surface, especially for younger users.
TV Is A Medium To Learn From, Not A Pivot
- Instagram sees TV as an important medium they can't ignore, not a pivot to scripted shows.
- The TV app is an iterative first version meant to learn and expand across devices.
Personal Example: Sending Reels To Family
- Adam shared sending short videos to his siblings as a personal example of social video use.
- He uses short-form comedy for his brother and design clips for his sister to spark conversations.