Instagram Cracks Down on Reposts, Boosts Original Content in New Algorithm Update

In a significant shift, Instagram is prioritizing original content and taking aim at accounts that rely heavily on reposting. This update to the platform's algorithm aims to elevate smaller creators and ensure users see more authentic content.

Instagram's Combating Repost Accounts

• Targeting Serial Reposters: Instagram is cracking down on aggregator accounts that consistently repost content from others without proper attribution.

  • These accounts will be excluded from recommendations on the Explore page and main feed.

  • Reposters who frequently share unoriginal content (more than 10 times a month) will face this penalty.

  • However, they can regain recommendation eligibility after 30 days of posting original content.

• Preserving Licensed Content: This policy change excludes "a set of publishers" identified by Instagram who have established licensing agreements or permission to repost content from creators.

Instagram Elevating Original Creators

• Promoting Original Posts: Instagram will now prioritize original content in its recommendation system.

  • When a repost surfaces in recommendations, the platform will attempt to identify and recommend the original creator's post instead.

  • This will only occur for "relatively new" original posts where the system can confirm their similarity through audio and visual analysis.

  • Creators will receive notifications when their original content replaces reposts and gains visibility through recommendations.

• Crediting Creators: A new labeling system is planned to credit original creators even when their content is reposted.

  • Both the original creator and the reposting account will have the ability to remove this label.

A Fairer Playing Field for Creators

• New Ranking Algorithm: Instagram is implementing a new ranking algorithm for Reels to ensure a more level playing field for creators regardless of follower count.

  • Previously, Reels were primarily ranked based on how an account's existing followers engaged with them, favoring established accounts.

  • The new system will initially show content to a smaller audience, irrespective of whether they follow the creator.

  • Reels that perform well within this initial group will then be distributed to a wider audience.

This update reflects a significant shift in Instagram's approach to content discovery. By prioritizing originality and offering greater exposure to smaller creators, the platform aims to foster a more authentic and diverse user experience.

Conclusion

Instagram's algorithm updates mark a significant shift towards promoting originality and supporting content creators. By cracking down on reposted content, implementing a labeling system, and revamping its recommendation algorithm, Instagram aims to foster a more inclusive and equitable platform for creators and users alike.