Adam Mosseri, the head of Instagram, recently addressed a common misconception regarding video content shared on the platform. Many users and marketers believe that videos created on third-party apps—such as TikTok or editing platforms like CapCut—can negatively impact their reach on Instagram. However, Mosseri clarified that this is not the case, as long as one important condition is met: the watermark must be removed.
Mosseri’s statement emphasizes that while Instagram does not penalize videos produced outside of its native platform, visible watermarks, especially from competing apps, can indeed reduce a post’s reach. Watermarks are a signal to Instagram’s algorithm that the content might have been recycled from another platform, which the app may deprioritize.
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 content with visible watermarks, it might interpret it as repurposed, causing the post to be ranked lower in users’ feeds or, worse, limiting its appearance in the Explore or Reels sections.
For brands and marketers, this underscores the importance of creating tailored content that feels unique to Instagram. Although using third-party apps for video editing or effects is not penalized, taking a few extra steps to remove watermarks can help ensure that reach is not compromised. Additionally, this opens opportunities for brands to repurpose content across different platforms while maintaining authenticity.
How This Impacts Marketers
Marketers and content creators often rely on a variety of tools to produce high-quality, engaging content, including third-party apps that offer unique features not always available within Instagram’s native editing tools. The ability to create content outside of Instagram and upload it without fearing a drop in reach is great news for those juggling multiple platforms.
However, the warning about watermarks should give marketers pause. Since many third-party apps automatically add watermarks to exported videos, marketers will need to make sure they’re removing these identifiers before uploading to Instagram. Tools like TikTok, for example, prominently display their watermark, which could impact the reach of content on Instagram if left unedited.
To avoid this, marketers should invest in watermark removal tools or download versions of their content without any branding from third-party apps. Alternatively, creating platform-specific content tailored to Instagram without cross-posting from other networks can help boost organic reach and keep posts within Instagram’s favor.
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. While using third-party apps for creating engaging content is perfectly acceptable, the presence of watermarks can impact reach, making it essential for marketers to remove them before sharing on Instagram. By doing so, marketers can ensure that their content performs at its best, leveraging Instagram’s algorithm to expand their reach and 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.
