Instagram’s new algorithm will reward original content, penalize copycats

Instagram is changing how its algorithm recommends content. Smaller, original content creators stand to benefit the most.

For a long time, content aggregators have been able to reach audiences by simply resharing content from others, according to an Instagram post announcing the changes. Sometimes the accounts attribute the content, and sometimes they don’t; regardless, these aggregator accounts rarely offer a fresh spin, commentary, or a new take on the content. These accounts are about to get a lot less reach, Instagram claims.

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First, Instagram plans to implement what it calls “direct replace.” If Instagram finds two pieces of identical content, it will try to find the original poster, show that to a wider audience instead of the aggregator’s version, and add a label linking the copy to the original. Aggregators will still be able to reach the accounts that follow them, but they might not have much reach beyond that.

Instagram admits that it may not always be able to find the original poster — say, if something was first posted on another platform. Still, over time, original creators will see a benefit, Instagram promised.

Second, Instagram plans to remove aggregators from recommendations if they repeatedly share unoriginal content. “I recommend looking for ways to make content your own so you can continue to be recommended to people who don’t follow you,” Instagram head Adam Mosseri said in the announcement.

The Verge cited specific numbers, noting that Instagram would stop recommending accounts sharing content they didn’t create more than 10 times in 30 days. Creators are naturally concerned with how Instagram implements this policy — what recourse might they have if the social network falsely deems their account as an aggregator?

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Also according to The Verge, Instagram Reels is getting an update that might help smaller accounts. Previously, a big following almost always meant a big reach. Now, Reels will go through a series of tests. A small audience will see the content first, whether they follow the creator or not. Instagram will then show the Reels with the best performance from that initial group to a wider audience. Rinse and repeat.

These changes are expected to roll out over the coming months.