In an effort to prioritize the flow of original content, Instagram has altered its core recommendations algorithm — extending its originality guidelines to discourage aggregators
from reposting others’ content across a wider variety of display formats.
“Now, accounts 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,” explains a recent announcement from the Meta-owned
social media platform.
“We know how frustrating it can be to see aggregators benefit from your
work,” the announcement adds, addressing creators directly.
Instagram has laid out a series of descriptors to help creators determine whether their content is
considered original by the updated algorithm.
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For example, uploaded photos and videos must feature photography and
edits that are “reflective of your creative vision.”
In addition, posts must either showcase something the account personally created or include third-party content that is
materially edited by adding elements that “meaningfully” enhance the found content.
“Some
examples include adding unique text on the content itself that provides more context than just describing what’s happening, adding creative graphics that offer new information, or using our
remix feature to transform the original,” the company’s announcement explains.
The algorithmic changes to photo and carousel posts follow
Instagram’s initial recommendations tweak in 2024, when the platform began penalizing accounts recycling Reels posts.
Last month, Meta also implemented the same guidelines on Feed and Reels content
on Facebook.
The company has found that original content on Instagram continues to grow, with 75% of
recommendations in the U.S. now coming from what its algorithm considers original posts.
