Reels, Memes & Relatability: Shraddha Kapoor and Adam Mosseri Break Down Instagram’s Winning Formula

Introduction: When Bollywood Meets the Head of Instagram

In a refreshing and insightful conversation, Instagram head Adam Mosseri sat down with Bollywood actor Shraddha Kapoor to unpack what truly clicks on Instagram—especially for Indian users. The duo explored the evolving nature of content, from viral Reels to meme culture, and why relatability continues to rule the social media game.

It was more than just a celebrity chat—it was a deep dive into India’s unique social content ecosystem, straight from the people who help shape it.

1. Reels: The Engine of Discovery

Reels are now the heart of Instagram’s content ecosystem, and Mosseri made it clear that short-form video is no longer optional—it’s essential.

Shraddha Kapoor shared how she loves experimenting with Reels to show her behind-the-scenes moments, dance snippets, and quirky expressions—giving her fans a peek into her unfiltered world.

Why Reels work:

• They offer maximum reach through the Explore page

• They’re mobile-first and scroll-friendly

• They encourage quick storytelling with visual punch

Whether it’s a trending dance challenge or a funny pet moment, Reels are the gateway to viral fame.

2. Memes: The Language of the Internet

Both Mosseri and Kapoor agreed that memes have become a universal mode of expression—and a powerful one at that.

Shraddha noted how even brands and celebrities use memes to communicate with younger audiences. From witty commentary to self-deprecating humor, memes help humanize public figures and make content instantly shareable.

Mosseri pointed out that the Instagram algorithm naturally favors content that prompts saves, shares, and reactions—making memes perfect for boosting visibility.

3. Authenticity Over Perfection

A recurring theme in their conversation was the importance of being real. Today’s audiences are not looking for overly curated feeds—they’re drawn to relatable, human moments.

Shraddha emphasized how she tries to keep her content spontaneous and genuine, whether it’s a no-makeup selfie or a candid food craving.

Mosseri echoed the sentiment, saying that Instagram is leaning into tools that help creators express themselves freely, rather than just present a highlight reel of perfection.

What performs well?

• Raw emotions

• Candid behind-the-scenes footage

• Humor and vulnerability

• Day-in-the-life content

4. Indian Creators are Redefining Digital Culture

Mosseri celebrated the massive influence of Indian creators, highlighting how they’re not just thriving locally but setting trends globally.

From comedy skits to educational tips and regional language content, Indian creators are building powerful communities through consistency, creativity, and cultural relevance.

Shraddha praised how creators from all parts of India are finding their voice—many without formal training—through Reels, live sessions, and storytelling formats.

5. Key Takeaway: Connection Wins Over Curation

Whether you’re a rising creator, a digital brand, or a Bollywood celebrity, the lesson is clear: content that feels personal, funny, and relatable always works best.

Instagram today is not just about showing your best life—it’s about sharing your real self with people who care.

Conclusion: Keep it Short, Smart, and Real

From Mosseri’s product insights to Shraddha’s creative experiences, the session underscored one truth—Instagram is evolving with its users, and the ones who adapt to its fast, fun, and authentic rhythm will lead the charge.