Instagram has announced a major algorithm update aimed at how it rewards original content, while limiting the reach of repost-heavy accounts. With this update, the content aggregators who repost others' work, including photos or carousels, will no longer appear in Instagram recommendations. The originality changes build on earlier measures applicable to reels in 2024.
What Changes with Instagram’s New Algorithm Update?
As stated in Instagram’s official blog, “Accounts, mainly the content aggregators that primarily post unoriginal content in photos or carousel posts, in addition to reels, will no longer be shown in places where we recommend content.”
This includes the recommendation of surfaces such as Discover, Explore, and suggested feeds. However, posts from aggregator accounts will still be visible to users who already follow them. The main aim is to reduce the circulation of repetitive content and ensure original creators receive the best credit and visibility.
What Qualifies as Original and Unoriginal Content?
Here is how Instagram defines original content. Below are some of the examples mentioned:
- Photos or videos: the photos you have clicked and edited with your creativity
- Content with a unique perspective: a carousel with a photo series, a story, or an informative guide created by you.
Alongside third-party content, can still be considered original if it adds meaningful value; for example, meme templates, clips, or edited videos you create on your own. Alongside adding unique text to content, making it creative with text overlays, or even using the remix feature, are considered original.
On the other hand, content that doesn’t qualify is posting someone else’s content, including photos, carousel, or reel, without any creative addition; simply adding watermarks, adding a border, altering playback speed, or reposting with credit will not meet the originality criteria.
The platform will analyze accounts on a rolling 30-day basis. Aggregator accounts that are ineligible for recommendations can regain visibility by posting original content, such as photos, carousels, and reels, within these 30 days.
However, creators can even check this status through Instagram’s Account Status tool. This move clearly depicts Meta’s aim to support original creators. As stated in their blog post, “Original creators are the heart of Instagram. Whether you’re an artist sharing your views or a creator documenting your life through carousels, you deserve credit for the content you make.”
Instagram is thus encouraging creativity while maintaining an authentic, original, and engaging user experience.
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