Instagram Trails TikTok and YouTube On Creator Satisfaction, Mosseri Tells Staff

For the past couple of years, as Instagram has sought to better compete with TikTok, becoming more appealing to creators has been a top priority. But in a memo to staff a couple of weeks ago, Instagram CEO Adam Mosseri made it clear the app still badly trails both TikTok and YouTube in satisfying creators.

In the memo, which The Information has seen, Mosseri said that surveys of creators showed that Instagram “lag[s] behind TikTok and YouTube on all the dimensions that are most important to creator satisfaction,” including several unrelated to the ability to make money, such as “fun, reach, fair algorithm and care.” Mosseri also said the team is “behind where we need to be” on initiatives to help creators make money on the platform but is “upping our urgency and progress.”