Suspense crime, Digital Desk : On a warm Friday morning, over 120 digital creators from 15 cities gathered at Meta’s Mumbai office to meet Adam Mosseri, head of Instagram. Known for his weekly AMAs on the platform, Mosseri hosted an in-person Q&A session addressing creator concerns, strategies, and Instagram’s evolving roadmap.

Monetization was the most pressing topic. When asked why Instagram doesn’t directly pay creators as YouTube does, Mosseri admitted to trying out bonus systems with limited success in the U.S., Japan, and South Korea. The problem, however, is being able to sustain these initiatives in the long term.

“For us to pay creators at scale, we need to break even,” Mosseri explained. “Right now, we lose most of the money we pay out. And the extra content produced often lacks engagement.” mInstagram has yet to meet even the first benchmark: covering their costs.

Mosseri emphasized that short-form content, Instagram’s focus, is harder to monetize compared to long-form formats. The platform sunsetted IGTV in 2022 and reiterated its strategy of sticking with short videos to preserve Instagram’s identity as a space to connect with friends.

“Active tests are underway and progress is being made, but we are not there yet,” he attempted to provide reassurance to me.

India: The Leading Economy of Instagram Users
India leads the world in Instagram consumption with more than 400 million users. This is notable for Mosseri’s visit because support from Meta for the Indian region’s creator ecosystems is increasing.

Instagram Search and Should Cultural Discovery Be Core Function?
Mosseri said that the search function of Instagram needs to be improved, particularly in regard to Instagram trends. He imagines a world where users can actively seek out creators and culture which can be found passively. “Search needs to assist your curiosity,” he said, aiming at Instagram fulfilling this need in two years.

Advice From Mosseri On Growing Creators Accounts On Instagram
Here are a few points highlighted by Mosseri that I would like to suggest to content creators wanting to expand their presence on social media.

Set a goal: Content will always flow in as long as there is a targeted audience willing to buy a product, seal deals, or even join a community.

Test new techniques: Solutions that have been successful in the past may become ineffective today. Strategies for dealing with audience preferences must be implemented.

Be smart with calculations: During measurement, engagement indicators such as likes per reach and sends per reach are more important than the number of followers.

Watch the number of users you reach daily: Unlike total followers, this is a more accurate indicator of the health of creator accounts.

Mosseri shared a more personal moment when he talked about losing followers. “I had to rethink what content I shared,” he said, motivating creators to be responsive and more attentive.

Read More: Instagram Head Adam Mosseri Talks Monetisation, Growth, and the Future of Creator Economy in India