Instagram has announced a major change that could impact thousands of accounts across the platform. The company will now limit recommendations for accounts that mostly repost content created by others.
This change directly targets content aggregators. These are accounts that do not create their own content but instead re-upload photos and videos from other creators. Going forward, such accounts will not be eligible to appear in recommendations across the app, including feeds and the Discover tab.
The goal is to give original creators proper credit and reach. Until now, this rule mainly applied to Reels. With this update, it now covers photos and carousel posts as well.
Instagram also clarified what it considers original content. Content that a user creates themselves or meaningfully edits will still qualify. For example, memes or edited videos that add new context, humor, or commentary are acceptable. But basic edits like adding a watermark, slightly changing speed, or reposting screenshots will not count as original work.
This is a much-needed move. For a long time, many creators have struggled with visibility. It is common to see original videos getting low views, while repost pages get millions of views using the same content. In many cases, the original creator does not even get proper credit or traffic.
By reducing the reach of aggregator accounts, Instagram is trying to fix this imbalance. If the system works as intended, more visibility should go to people who actually create content instead of those who simply recycle it.
There is also a reason behind this decision. Platforms are now focusing more on rewarding originality instead of volume. With AI tools making content creation easier, reposting and duplication have increased. So, the new change is an attempt to control that trend before it gets worse.
This could change how many popular pages operate. Some aggregator accounts may start creating their own content or add meaningful edits to stay relevant.
For creators who upload original content, this is likely a positive step. It improves the chances of their work reaching a wider audience without being overshadowed by repost pages. However, the real impact will depend on how strictly Instagram enforces these rules.
Related Posts
