Observed Signal · Jul 1, 2026 · Platform Guidance · Source: onlinemarketing.de · Impact: 1/5 · Sentiment: Neutral
Instagram Head Advises Against Deleting and Reposting
Adam Mosseri, head of Instagram, advised creators not to delete underperforming Instagram posts and repost them. In a video, Mosseri said reposting is unlikely to improve performance because the new post is the same type of content and followers may see both versions, reducing engagement probability and potentially harming reach. He clarified that Instagram does not directly penalize deletion-and-repost actions but that such actions have no meaningful positive effect. Mosseri also pointed creators to Trial Reels as a way to test videos with non-followers before wider posting. The piece was published on OnlineMarketing.de on 2026-07-01 by Niklas Lewanczik.
Operational content guidance from a platform executive with limited implications for broader AdTech measurement, policy, or monetization.
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Key Takeaways & Evidence Grounding
- Adam Mosseri, head of Instagram, advised creators not to delete and repost underperforming posts.
- Mosseri stated a repost will likely perform similarly to the original because it is the same type of content.
- Instagram does not directly punish deleting and reposting, but the practice offers no significant positive effect and may reduce reach.
- Mosseri recommended using Trial Reels to test videos with non-followers before broader distribution.
- Article published by OnlineMarketing.de on 2026-07-01 and authored by Niklas Lewanczik.
Connected Companies & Entities
2 Entities mapped“Image credit lines feature Meta (e.g., "© ffirst, Meta via Canva" and "© Meta via Canva")....”
“The page includes a consent message and the line: "powered by Usercentrics Consent Management Platform."...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Instagram Repost Feature Yields Marginal Reach, Says Mosseri
Instagram rolled out an official Repost feature in summer 2025 that allows creators to reshare third-party content in the Feed, Grid, and a dedicated Repost tab. While reposting content can extend reach by appearing to more creators networks, Instagram head Adam Mosseri cautions that reposting one's own content provides only a marginal benefit and is unlikely to meaningfully increase overall reach. The article advises creators to focus on engagement tactics such as replying to comments, liking posts, and interacting with followers. Additional strategies include sharing Reels in Stories and using Collab Posts to enable post-post collaborations, which may offer greater reach. The piece explains two reach types—Connected Reach (followers) and Unconnected Reach (recommended content)—and three metrics that matter: Watch Time, Likes per Reach, and Sends per Reach. A new Trial Reels feature can temporarily bypass the connected ranking for non-followers on high-performing content.
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