MUMBAI: Copy, paste, repeat? Instagram is ready to hit unfollow on that strategy. The platform is tightening its grip on repost-heavy accounts, signalling a clear shift towards rewarding originality over aggregation. As part of the update, Instagram will stop recommending content from accounts that primarily repost others’ work across key discovery surfaces, including feeds and the Explore tab. The change expands existing restrictions that were earlier limited to Reels, now covering photos and carousel posts as well. While reposted content will still be visible to an account’s existing followers, its chances of reaching new audiences through recommendations are set to shrink significantly.
At the heart of the move is a push to clean up clutter. Instagram is targeting aggregator accounts that recycle content without adding meaningful value, aiming to reduce duplication and elevate the visibility of original creators.
The platform has also clarified what qualifies as “original”. Content created directly by users whether photos, videos or substantially edited material will continue to be prioritised. Even when using existing formats or templates, posts that bring in fresh humour, commentary or creative edits will still make the cut.
What will not pass muster are low-effort tweaks. Adding watermarks, making minor speed changes or reposting screenshots even with credit will not be considered original and will not be eligible for broader distribution.
Importantly, the update will not affect what users see from accounts they already follow. But for creators relying heavily on reposts, visibility beyond their existing audience could take a noticeable hit.
In a platform driven by discovery, that shift matters. Instagram’s message is simple, if you want to be seen, start creating not just curating.
