Adam Mosseri Principal Yuan Instagram said on Monday that the app will focus on original and creative content in its algorithmic rankings in 2025.

His comments came in On the video posted by Mosseri outlined Instagram’s priorities for this year, which include improving users’ social connections.

“The true purpose of Instagram is to allow anyone to share creative content that they’re proud to share,” Mosseri said in a video posted on Instagram and Meta’s Threads microblogging app. “We want to double down on that. ”

Mosseri’s comments come ahead of a TikTok ban that is set to take effect on Sunday. TikTok creators have begun asking fans to follow them on other apps like Instagram. After the Supreme Court heard oral arguments on Friday in a case involving the future of TikTok, Instagram executives held an impromptu meeting to instruct employees to prepare for a potential influx of new users if the ban passes, CNBC reports on Sunday.

Mosseri said that in order to prioritize original content, Instagram will focus on improving its creative tools to make them best-in-class, but not yet. Instagram will also use new technologies such as artificial intelligence to make it easier for users to post more content.

As a way to inspire more connections, Mosseri said Instagram will look for more opportunities to make recommended content more social and interactive.

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