Instagram’s CEO shares three ways to reuse a successful reel

What should you do after a reel performs well? Adam Mosseri, head of Instagram, answered that question in a video posted on September 30. He recommends building on the idea: trying another format, answering audience questions or returning to the topic with new information.

For social media managers, that advice offers a starting point for the next brief. A topic that drew interest can support more posts, provided each one gives people a reason to watch or read.

Why Mosseri advises against uploading the same reel again

Mosseri says posting the same reel again will probably get less reach. People who have already seen it may be less likely to interact, and the piece would not be considered original content.

The warning concerns repeating the same file. The video does not announce a new penalty or quantify a drop in reach. It also does not promise better results from switching formats: Mosseri offers ways to develop an idea that has already attracted interest.

Three ways to repurpose Instagram content

Mosseri outlines three options in the reel. Open each one for his advice and an example of how a brand could put it into practice.

@mosseri · 30 SEP 2026Three tips from the reelWatch the original video on Instagram ↗

01Change the format+

In the video · 00:26–00:35

Mosseri suggests turning a reel into a carousel, or explaining a carousel’s idea on camera.

HeyMark exampleIf a reel about choosing coffee drew useful responses, make a carousel explaining the differences between brewing methods, with a recommendation for each.

02Answer a question+

In the video · 00:35–00:43

Read the comments: followers can tell you what they want you to explore next.

HeyMark exampleA question such as ‘How do I make this at home?’ can become your next video. Keep the question with the brief so your team knows where the idea came from.

03Update what changed+

In the video · 00:43–00:56

If time has passed and you have new information, recreate the piece with that update.

HeyMark exampleIf a recipe, price or process has changed, show the current version. Explain the change so the post also offers something to people who saw the original.

Frame from Adam Mosseri’s original reel. Examples are HeyMark editorial suggestions, not cases or results presented in the video.

For the final tip, he uses his own ranking explainers as an example. He revisits the subject every year or two because the system changes and there is new information to share. The update gives him a reason to return to the topic.

Comments can point to your next topic

His suggestion to read comments is useful when planning a follow-up. A question can reveal what the original post left unclear: how something works, what it costs, who it is for or what happens in a different situation.

Before briefing another post, save the question and write a specific answer. If several people ask the same thing, consider whether a demonstration or clearer example would help. That is our editorial suggestion for applying his advice, rather than a distribution rule announced by Instagram.

Bring the follow-up into your team’s calendar

Start with one post. Note its topic, the response it received and what you want to explore next. Choose one of the three approaches and add a simple question to the brief: “What will someone learn if they have already seen the first post?”

In HeyMark, your team can review published content and its numbers, plan the next idea, upload versions and comment on the piece. That keeps the review work alongside the content. The team remains responsible for creating and approving it.

For a more structured workflow, our blog on repurposing content for social media explains how to organize adaptations. For this news story, a useful first step is to pick a strong post and prepare a follow-up that answers something new.