Instagram's new algorithm rewards original creators and penalizes reposts

Instagram is changing how it ranks content to give more visibility to original creators. The update means accounts sharing mostly unoriginal material will no longer be recommended as widely. Users now have clearer rules on what counts as original work. The new guidelines apply to photos, carousel posts, and reels. Previously, only reels faced stricter checks for originality. Now, all post types must meet the same standards.

Original content is defined as material created by the user or showing their unique perspective. This includes adding custom text, graphics, or using remix tools. Simply reposting others’ work without changes will limit an account’s reach.

Accounts that mostly reshare content can still avoid penalties. Instagram suggests using story shares, repost buttons, or collab posts instead. Aggregators can recover their ranking by posting original content for 30 days. Users can also remove unoriginal posts and appeal decisions if their reach drops. The changes aim to push creators toward more unique material. Accounts relying on reposts will need to adapt or risk losing visibility. Those who shift to original posts within a month can restore their position in users’ feeds.