Aug 12 • General discussion
Instagram’s CEO vs. The Data — Who’s Right?
This week’s Hot This Week from InstaClubHub talks about how Adam Mosseri, CEO of Instagram, claimed last week that Instagram’s new Edits app will help you get “a little more reach” on Reels.
Funny thing? Just a few months ago, he said it wouldn’t affect reach at all.
So… did the algorithm change? Or is this just a gentle push to get creators using their shiny new toy?
For those not in the loop:
The Edits app is Instagram’s CapCut clone. You edit inside it → post directly to IG. Mosseri’s caveat was clear: if you try to “pass through” (edit in CapCut, upload into Edits, and post), the algorithm will know — and you won’t get the same bump.
Here’s the problem…
Last week, InstaClubHub ran a study on a few thousand Reels. Edited in CapCut. Edited in Instagram. Edited in Edits.
Result? No meaningful difference in reach or engagement.
That’s right — the “little more reach” Mosseri teased didn’t show up in the data.
Maybe he’s looking at different numbers.
Maybe the bump is so small it’s statistically invisible.
Or maybe… it’s strategic PR to get creators inside Edits without promising the moon.
Either way — here’s what you actually need to know:
The #1 thing that still moves the algorithm isn’t your editing app. It’s the quality of your content.
Good ideas. Strong hooks. Retention. Emotional pull.
So edit in whatever you like: CapCut, Edits, Premiere, iMovie, Instagram itself. The tool doesn’t make the post — you do.
Don’t burn creative energy chasing Instagram’s current favorite feature. Use the editing process that makes you fastest and most consistent — and focus your brainpower on making content worth watching.
What’s your take? Do you believe Mosseri’s “little more reach” claim… or do you think it’s just algorithm theatre? 👀
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Instagram’s CEO vs. The Data — Who’s Right?
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