Ensuring Creator Ownership

Instagram announced an update to its recommendation system, under which accounts that primarily repost content they did not create will no longer be eligible for broader distribution across the platform. The change affects how content appears in recommendations, including feeds and the Discover tab.

Boosting Originality And Innovation

The update extends an existing approach previously applied to Reels and now includes photos and carousels. Through this change, content created by original authors is more likely to be surfaced in recommendation systems.

Follow THE FUTURE on LinkedIn, Facebook, Instagram, X and Telegram

Defining Original Content

Instagram defines original content as material created by the user or content that includes a distinct contribution. Examples include adding commentary, interpretation, or other elements that change how the content is presented. By contrast, minimal edits such as watermarks or minor speed adjustments are not considered sufficient. Reposting content from other users, even with attribution, does not meet these criteria.

Implications For Content Aggregators

The update applies mainly to aggregator accounts that rely on reposting third-party content. Posts from such accounts will still be visible to followers, but will appear less frequently in recommendations across the platform.

Conclusion

The change adjusts how content is distributed, with a focus on differentiating between original and reposted material. It also reflects broader shifts in how platforms structure recommendations and content visibility.