Meta is updating Instagram’s recommendation algorithm to prioritize original content, penalizing accounts that reshare photos or carousel posts without significant edits. Under the new guidelines, accounts primarily sharing unoriginal content may experience reduced visibility in recommendations.
The algorithm change aims to deter aggregator accounts that predominantly repost others’ content. Previously, in 2024, Meta updated the algorithm to penalize recycling Reels, but did not extend those measures to photos and carousel posts until now. Similar actions are also being implemented on Facebook to promote higher-quality content.
Meta cautioned that these new guidelines could complicate matters for meme, fan, and commentary accounts, which often utilize others’ content to engage users. The company recommends these accounts enhance their content by incorporating unique edits, narration, or graphics to fulfill the criteria for “original” content.
Meta clarified that low-effort modifications, such as adding watermarks or credits, do not qualify as original contributions. The ambiguity surrounding the identification of original creators poses challenges, particularly for widely shared content like memes.
In response to any potential reach limitations, creators can check their account status on Instagram and appeal decisions if they believe their reach has been unjustly affected.
