If you post for brands, you’ve heard some version of this in a client meeting, probably framed as “should we even bother with photo posts anymore?” The answer, straight from Adam Mosseri, Instagram’s Head, in a July 2026 Q&A: photos are not going anywhere, and removing them has never even been on the table.
Why the myth is so believable
Like most durable myths, this one grew from a kernel of truth. Mosseri himself acknowledged it in the session: video has driven most of Instagram’s growth over the last few years. Add the 2021-era messaging that Instagram was “no longer a photo-sharing app,” years of Reels-first feature launches, and every social media manager’s lived experience of video outperforming stills in reach, and the video-only conclusion feels like simple extrapolation. It isn’t. Growth strategy and product identity are two different things, and conflating them is where the myth breaks.
What Mosseri actually confirmed
In the Q&A, Mosseri pushed back on the idea that Instagram stopped caring about photos. Photos remain a core part of the experience, and he singled out carousels as the format where they shine: carousels can be photos, videos, or both, and a large share of them are still just photos. The bigger frame he offered is that Instagram wants to host different forms of visual creativity, and images are one of the important ones. Meta’s own creators resources continue to treat photo posts and carousels as first-class formats, which matches the product reality: photo features keep shipping, not sunsetting.
The correct mental model isn’t “video is replacing photos.” It’s “video drives growth, photos drive depth.” Video recruits new audiences through recommendations; photos and carousels serve the audience you already have, and carousels in particular consistently earn strong saves and multi-impression engagement.
What to do instead of panicking
Keep a deliberate format mix rather than going all-in on either side. A practical starting split for most brand accounts: reels for reach plays, photo carousels for education, product detail, and community content, single photos for timely or aesthetic moments. Then let your own insights adjust the ratio; your account’s data beats any general rule. Planning that mix is easier when formats are visible at a glance in a content calendar, so a month of accidental all-video doesn’t sneak past anyone. And since reach questions always follow format questions, see what Mosseri said about where reel reach actually comes from and how Instagram search reads your photos in this same series.
FAQ
Is Instagram going to remove photos and become video only? No. Asked directly in the July 2026 Q&A, Mosseri was unambiguous: “That’s never been the plan and never will be.”
Does the Instagram algorithm penalize photos? No. Photos aren’t penalized; video simply tends to earn more recommendations. Photos and carousels remain fully supported formats.
Are carousels photos or videos? Both. Carousels can mix photos and videos in one post, and Mosseri noted a lot of them are still photo-only.
Should brands still post photo content in 2026? Yes. Photos and carousels serve engagement and depth with your existing audience, while video handles discovery. A mix beats either extreme.
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