Adam Mosseri, the head of Instagram, recently addressed a common misconception regarding video content shared on the platform. Many users and marketers think videos from third-party apps like TikTok or CapCut hurt reach on Instagram. However, Mosseri clarified that this isn’t true, as long as the watermark is removed.
Mosseri’s statement highlights that while Instagram doesn’t penalize videos made outside the platform, visible watermarks, especially from competitors, can lower reach. Watermarks signal to Instagram’s algorithm that content may be recycled, leading to deprioritization.
Why Watermarks Affect Reach
When videos feature watermarks from third-party apps like TikTok, it can appear to Instagram as though the content is less original or specifically tailored for its audience. Instagram, like other social platforms, values native content because it enhances user engagement. When the algorithm detects watermarks, it may treat the content as repurposed, lowering its ranking in feeds or limiting its reach in Explore or Reels.
For brands and marketers, this underscores the importance of creating tailored content that feels unique to Instagram. Using third-party apps for editing is not penalized, but removing watermarks ensures reach isn’t compromised. Additionally, this opens opportunities for brands to repurpose content across different platforms while maintaining authenticity.
To explore this topic further, check out our Instagram’s Mosseri Debunks Misconceptions About Sponsored Content for more insights.
How This Impacts Marketers
Marketers and content creators use various tools, including third-party apps, to produce engaging content with features not available in Instagram’s native tools. Being able to create content outside Instagram and upload it without losing reach is beneficial for managing multiple platforms.
However, the warning about watermarks should give marketers pause. Many third-party apps automatically add watermarks to videos, so marketers must remove them before uploading to Instagram. TikTok, for instance, displays its watermark prominently, which can affect reach if left unedited.
Marketers should use watermark removal tools or download unbranded versions of content. Alternatively, creating platform-specific content for Instagram can boost organic reach and improve post performance.
This insight also offers brands a clearer strategy for cross-platform campaigns. By removing watermarks and ensuring that their content looks native to Instagram, marketers can confidently use third-party editing tools while maximizing their reach on the platform.
Adam Mosseri’s clarification serves as a useful guideline for marketers navigating multi-platform content strategies. Using third-party apps to create content is fine, but watermarks can limit reach. Marketers should remove them before sharing on Instagram to optimize performance and boost engagement.
This update helps brands understand the importance of platform-specific content strategies and offers a clearer direction for maintaining visibility in an increasingly competitive digital landscape.
