Instagram will stop recommending accounts that don't post original content

Serial Instagram reuploaders are about to be hit hard in the algorithm, as the platform announces new content ranking guidelines intended to boost original content creators.

Accounts that primarily aggregate content or repost others' content without meaningful alterations or additions won't be recommended to other users, Instagram explained in a recent Creators blog post. The platform announced the same algorithmic guidelines for Reels uploads in 2024. Now they'll apply to photos and carousel posts, too.

"Original content" is defined as "work that you wholly created or reflects your unique perspective," Instagram explains. That includes original photos and designs, as well as third-party content that is materially edited by the user. "Some examples include adding unique text on the content itself that provides more context than just describing what’s happening, adding creative graphics that offer new information, or using our remix feature to transform the original," the blog post reads.

The platform recommends that accounts that frequently reshare content share other users' posts to their stories, use the repost button, or enable collab posts to avoid being marked ineligible.

Aggregator accounts that are marked ineligible for recommendations under the new guidelines can regain their place in the feed by pivoting to original posts. Instagram says "most" of an account's posts, carousels, and reels need to feature original content over a 30-day period to have the decision reversed. Users can also remove unoriginal content and appeal the decision.