Adam Mosseri, the chief of Instagram/Threads, recently raised a question about the emphasis placed on follower counts on social media platforms. While he acknowledged that engagement is more important than follower counts, he questioned why follower accounts are displayed so prominently on Instagram and Threads. This focus on follower counts has been identified as a potential issue for social media apps as it may drive negative behaviors and experiences. Former Twitter chief Jack Dorsey also recognized that emphasizing follower counts can incentivize users to post polarizing content to gain more followers.
Dorsey explained that Twitter initially made the follower count font size larger, unintentionally putting emphasis on the number of followers an individual has. Twitter attempted to address this by reducing the font size, but it was not very effective. In a similar move, Instagram hid like counts on posts to reduce the pressure on young users. Despite these measures to redirect user incentives, Mosseri continued to display follower counts prominently on Threads. It is interesting to note that Mosseri himself believes that engagement per post is a more relevant indicator of value than follower counts.
Mosseri’s stance on social platform engagement seems to contradict the norm, yet he continues to implement these strategies in his own apps. In January, Mosseri mentioned that features like Trending Topics may not significantly increase engagement on Threads. However, Threads is implementing versions of these requested features, even though Mosseri believes they may not be highly valuable. As someone who has led engagement projects at Facebook and Instagram for several years, Mosseri likely has insights into what works, yet he chooses to go against conventional wisdom.
While Mosseri has the power to make changes to how follower counts are displayed on Threads, he has not taken action to do so. There may be value in experimenting with different approaches to see how they impact usage behaviors. Perhaps removing follower counts and lists could reduce the emphasis on this metric and encourage more meaningful engagement. Mosseri’s reluctance to make changes despite his understanding of the potential benefits raises questions about his decision-making process.
Overall, Mosseri’s approach to social platform engagement highlights a disconnect between his beliefs and his actions. While he acknowledges the importance of engagement over follower counts, he continues to emphasize these metrics in his own apps. It remains to be seen whether Mosseri will take the leap and implement changes to reduce the focus on follower counts and encourage more meaningful interactions on social media platforms. As the person in charge of an evolving social platform, Mosseri has the opportunity to test new strategies and drive positive changes in user behavior.