Instagram head Adam Mosseri announced plans to prioritize original and creative content in its algorithmic rankings in 2025. In a video shared on Instagram and Meta’s Threads, Mosseri emphasized Instagram’s founding principle of showcasing user creativity and outlined goals to improve social connections on the platform. The announcement comes as TikTok faces a potential ban set to take effect Sunday. With TikTok creators urging followers to migrate to other platforms, executives are preparing for a possible surge of new users.