Instagram Overhauls Algorithm to Boost Smaller Creators and Original Content

Instagram to prioritize original content, reduce reposted material in recommendations, aiming to level the playing field for creators and decrease reliance on follower counts.

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Waqas Arain
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Instagram Overhauls Algorithm to Boost Smaller Creators and Original Content

Instagram Overhauls Algorithm to Boost Smaller Creators and Original Content

Instagram announced major changes to its content recommendation system on Thursday, with a focus on promoting original content and increasing distribution for smaller creators. The platform will begin removing reposted content from recommendations, specifically targeting accounts that share content they did not create or significantly enhance more than 10 times in a 30-day period.

Under the updated system, Instagram will replace reposted content with the original creator's post in recommendations. The company is also revamping its recommendation algorithm to give all creators an equal chance of reaching a wider audience, moving away from a system that favored accounts with the largest followings. "We've added new ways to tag and improve ranking for originality," Instagram head Adam Mosseri said in a tweet.

The changes are aimed at addressing long-standing issues around reach and engagement on the platform, particularly for smaller creators who have struggled to gain visibility. Instagram will only recommend the original content if it finds two or more identical posts, and will add labels to reposted content linking users to the original creator.

Why this matters: These updates reflect Instagram's efforts to level the playing field for creators and decrease the importance of follower counts in content discovery. The move could have significant implications for content strategies, especially for brands and influencers who have traditionally relied on content aggregation to boost their presence on the platform.

Instagram CEO Adam Mosseri noted that the changes will be rolled out over the coming months and are part of the company's broader goal of promoting originality and creativity. The updates currently only apply to Reels, Instagram's short-form video feature, but the company may consider expanding them to other formats in the future.

The overhaul is expected to have far-reaching effects on the Instagram ecosystem, where content aggregation and reposting have thrived for years. "If you create something from scratch, you should get more credit than if you are resharing something that you found from someone else," Mosseri explained in a video. "We're going to do more to try and value original content more, particularly compared to reposted content."

Key Takeaways

  • Instagram to prioritize original content over reposts in recommendations.
  • Accounts reposting content >10 times in 30 days will be penalized.
  • Algorithm changes aim to give all creators equal chance at reach.
  • Updates apply to Reels, may expand to other formats in future.
  • Changes expected to impact content strategies, especially for aggregators.