Instagram has announced a significant policy change aimed at promoting original content on its platform. Effective immediately, accounts that consistently repost others’ content or primarily share work not created by them will lose eligibility for recommendations across the app. This decision comes as part of Instagram’s commitment to ensuring that original creators receive the recognition and reach they deserve.
Previously, protections against content aggregation were only applied to Reels, but they will now extend to photos and carousel posts—formats that allow users to display multiple images and videos in a single post. By limiting the visibility of accounts that mainly recycle content from others, Instagram hopes to enhance the platform’s originality and reduce the repetitive sharing of similar posts.
Instagram defines original content as that which is created from scratch by users, showcasing their unique perspectives, such as personal photos, videos, or other forms of creative work. Important to note is that modifying existing content, for instance, through substantial editing or clever interpretations—like transforming a meme—may still qualify as original. Users can utilise established templates or clips as long as they add distinctive elements, like humorous captions or creative enhancements, differentiating their work from the source material.
Instagram specifically aims to disincentivise low-effort edits, such as merely adding a watermark or adjusting a video’s playback speed, which would not be recognised as original content. Similarly, simply reposting a screenshot of another individual’s content while attributing it does not meet the criteria.
Despite these restrictions, users who follow aggregator accounts will continue to see their content. The new guidelines will only affect the discoverability of such accounts, meaning they will not appear in broader recommendations throughout the app—like users’ feeds or the Discover tab.
In summary, this updated policy reflects Instagram’s ongoing effort to cultivate a culture of creativity and authenticity, encouraging users to engage more meaningfully with original content. As the platform evolves, these measures are seen as essential in recognising and rewarding the creativity of users who contribute their unique visions rather than merely sharing the work of others.
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