Meta is updating Instagram’s recommendation algorithm to prioritize original content while penalizing accounts that repost without significant edits. The changes aim to reduce the visibility of accounts that primarily share unoriginal photos and carousel posts.
The updates will target aggregator accounts that repost content originally created by others. Meta has previously made similar adjustments for Reels in 2024 but has now extended these policies to photo and carousel posts. The company has also implemented comparable measures on Facebook to promote higher-quality content.
According to Meta, accounts that reshare photos or carousels without “material” edits may experience a reduction in reach. The company stated, “If your account primarily posts unoriginal reels, photos, or carousels you didn’t create or edit in a material way, your account may not be seen in recommendations to new audiences.”
This development could pose challenges for meme, fan, and commentary accounts that commonly utilize content created by others. Meta advises these accounts to produce original material through unique edits, narration, or graphics. It specified that “low-effort edits,” such as merely adding watermarks or credits, will not qualify as original.
The implementation of these guidelines raises questions about how Meta will identify the original creators of widely shared content, particularly viral memes. The company has not provided clarity on this issue. Additionally, users can track their account’s reach using Instagram’s account status feature and appeal any reach changes they believe are incorrect.
