Instagram will stop recommending accounts that mainly repost other people’s photos and swipeable carousels across the app. The Meta-owned platform said the change, announced Thursday, applies to accounts that routinely upload content they didn't create and extends protections it already applied to Reels. The policy aims to return distribution to original creators, and Instagram said content from aggregator accounts people follow will still appear in their feeds.

What changed

Instagram updated its recommendation rules on Thursday. The platform said accounts that mainly repost other people’s work will no longer be eligible for recommendations across the app.

That means those accounts won't be pushed into the Discover tab. They won't appear in recommendation surfaces in users' feeds either. People who already follow an aggregator will still see that account's posts. The change targets only the algorithmic promotion of such accounts, not direct follow relationships.

How Instagram defines originality

Instagram set out a definition for original content. Original content is content someone created themselves. It also includes work that shows the creator’s unique perspective. Examples include photos or videos a user shot, or material they designed.

The company also said material edits can make third-party content original. Using existing material like meme templates or popular clips is allowed if the creator adds elements that materially change the piece.

Instagram gave examples such as adding humor, context, or layered edits that make the post unmistakably the poster’s work.

Simple or low-effort changes don't count. Instagram singled out watermarks and speed changes as examples of edits that won’t qualify. Uploading a screenshot of someone else’s post, even with the original username visible, also won't qualify as original content.

Which formats are affected

Instagram had already restricted aggregators when it came to Reels. The new update extends that approach to photos and carousels. Carousels are posts that combine multiple images or videos in a single, swipeable post.

By moving photos and carousels into the same ruleset as Reels, Instagram broadened its scope beyond short-form video. The platform said the aim is to reduce repeated circulation of the same posts and to raise the share of original work in recommendation surfaces.

Mastheads

Why Instagram is doing this

Instagram framed the change as a shift to reward original creators. The company said it wants people who make original photos, videos and edits to get credit and distribution on the app.

Aggregator accounts often repost popular posts. That can mean the same piece of content is seen many times. Instagram said limiting those accounts' reach helps prevent repeated circulation. The platform also suggested that rewarding originality will improve content variety across recommendations.

Creators who make original work should see distribution benefits in recommendation feeds. That's because Instagram will prioritize content that meets its originality criteria over reposted material.

Aggregators that rely on reposting without substantial editing will likely lose recommendation-based reach. They can still maintain an audience through followers. But their posts are less likely to find new viewers via algorithmic suggestions.

Accounts that remix third-party content can remain eligible, provided they add distinct edits that alter meaning, context, or tone. Instagram gave meme creation as an example of permitted transformation when the creator layers in a unique perspective, such as new text, voiceover, or social commentary.

Instagram said the adjustment affects recommendations across the app. That includes the Discover tab and the recommended posts that appear in people's feeds. The company made clear it won't remove content from an aggregator account's own followers' feeds.

The platform didn't publish a detailed list of enforcement signals in the announcement. It did describe categories of edits that qualify as original and those that do not. Instagram also emphasized material editing as the key test for originality.

Instagram's stated goal is to make sure creators receive distribution and credit for original work. The platform framed the changes as part of a broader push to support people who produce content.

Reducing recommendation reach for reposted material is one tool in that effort. The change leans on algorithmic curation rather than account suspension or takedowns. Aggregator accounts won't be banned from posting. They just won't be surfaced in the app's recommendation systems.

Social platforms have moved in recent years to favor original, creator-made content. Instagram’s earlier steps focused on Reels. This update brings photos and carousels into the same approach.

Platforms often balance creator incentives, user experience, and moderation complexity. Algorithms that recommend content affect how many people see a post. Changes to those algorithms can shift where attention flows on a platform.

Instagram's change addresses a common complaint among creators. Many have said reposting accounts dilute their reach and obscure original attribution. By limiting algorithmic promotion of reposted material, Instagram aims to make original posts easier to find.

Technically, applying an originality filter to photos and carousels may be harder than applying it to short-form video. Image and carousel content vary widely. Instagram said it will treat material edits as original, which implies some automated assessment of edits will be used.

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Aggregators can keep posting and keep followers, but their posts won't be surfaced in Discover or other algorithmic recommendation slots.

This article was created with AI assistance.