Instagram Promoting Original Content by Updating Recommendation System, Prioritizing Small Accounts and Encouraging Unique Content

Instagram is taking steps to promote original content from small creators by updating its content recommendation system. The company has decided to remove content shared by aggregators, which repost original content without adding value. Instead, the algorithm will prioritize showing original content, especially from small accounts, to increase visibility.

The change will be accompanied by tags that identify republished content and link to the original source. This way, users can easily distinguish between original and reposted content. Accounts that repeatedly share memes and repost content without adding their own contributions will no longer appear in recommendations. This change will also apply to accounts that repost content more than ten times in the last 30 days without improvement. However, accounts licensed to share content from other creators will be exempt from this limitation.

In addition to these changes, Instagram has implemented a new classification system for reel recommendations. Instead of relying solely on user engagement, the system will expand distribution to different audiences starting with a small sample. The best performing videos will then be shown to a wider audience. This way, creators can reach new audiences and increase their visibility on the platform.

Although Instagram announced these changes to the recommendation algorithm, they will be implemented gradually over the coming months. The goal is to enhance the platform’s support for original content and give more visibility to small creators who often struggle to gain recognition on social media platforms like Instagram.