Instagram is expanding its original content guidelines to photo and carousel posts, extending rules that were previously applied to reels as the platform increases efforts to prioritise original creators in recommendations.
The creators who produce original photos, videos and edited content reflecting their own perspective could receive greater visibility on the platform. Content reposted from other accounts without significant changes may face reduced reach and could become ineligible for recommendations to users who do not already follow the account.
Instagram said creators can continue using third-party material, including meme templates and popular clips, if they make ‘material edits’ that meaningfully transform the content. The platform cited additions such as humour, commentary, narration, creative graphics or contextual overlays as examples of acceptable modifications.
The low-effort edits such as adding borders, watermarks, speed changes or descriptive captions alone would not qualify as original content.
Under the updated policy, accounts that repeatedly post unoriginal reels, photos or carousel posts may no longer appear in recommendations to new audiences. Eligibility for recommendations can be restored if most recently posted content is considered original over a rolling 30-day period, the company said.
Users can review their account standing through the platform’s Account Status section and appeal moderation decisions if they believe an error has been made.
The the changes will not affect how content is shown to existing followers and will not apply to publishers operating under licensing agreements or explicit permissions from creators. The guidelines also remain separate from the platform’s intellectual property policies.
