Instagram Fights Copycats: Original Content Rewarded

Instagram is intensifying its efforts to promote original content by updating its recommendation algorithm. The platform will now prioritize posts that creators have made or significantly edited themselves.

Accounts that repeatedly share unoriginal photos or carousels without substantial modifications risk having their visibility reduced. This algorithmic shift targets aggregator accounts and those who frequently repost content originally shared by others.

Meme, fan, and commentary accounts that rely on existing content are specifically addressed. To maintain reach, these accounts must ensure they add original narration, graphics, or other unique elements. Simply adding watermarks or credits will not be considered sufficient for content to be deemed original.

The company acknowledges the complexity for certain account types and provides an account status feature. Creators can check if their reach has been impacted and appeal decisions they believe are mistaken. Instagram has previously applied similar penalties to Reels content, expanding these protections to other formats.