Instagram on Thursday said it will stop recommending accounts that largely repost content they did not create, extending its push to prioritise original work across the platform.
The Meta-owned app stated that profiles which mainly share others’ photos and carousel posts will no longer be eligible to appear in recommendation surfaces such as feeds and the Discover tab. The move builds on earlier measures that already applied to Reels.
Focus on original creators
According to Instagram, the change is intended to ensure that creators who produce original content receive appropriate visibility and credit. The platform is targeting aggregator accounts that primarily re-upload material instead of publishing their own work.
The company said original content includes posts fully created by a user or those that reflect a distinct perspective. Content that has been significantly edited can also qualify, provided it adds meaningful value.
“For example, an original meme transforms another creator’s photo or video,” Instagram said in a blog post, explaining that adding humour, commentary, or creative elements such as text, edits or voiceovers can make content original.
What does not qualify
Instagram clarified that minimal changes will not be enough. Edits such as adding watermarks, tweaking playback speed, or reposting screenshots of another user’s content with credit will not meet its originality criteria.
The company added that the update will not affect posts from aggregator accounts that users already follow. However, such content will no longer be surfaced to wider audiences through recommendations.
The move is aimed at reducing repeated circulation of identical posts while encouraging users to create and share more original material.
