Instagram’s New Algorithm Shifts Focus to Original Content, Boosting Smaller Creators

In a bid to reshape its content landscape, Instagram has announced a significant overhaul of its recommendation algorithm. The goal? To prioritize original content and provide smaller creators with increased distribution opportunities. These changes, unveiled through a recent blog post, outline a series of adjustments aimed at fostering a more equitable environment for creators of all sizes.

Crackdown on Aggregators

Among the key revisions is a crackdown on aggregator accounts, which frequently repost content from other users without substantial alterations. Instagram intends to weed out such reposted content from its recommendation algorithms, particularly targeting accounts that habitually share unoriginal material. Dubbed as “serial reposters,” these accounts, which repost more than ten pieces of content within a month without significant enhancements, will face penalties. These penalties include exclusion from recommendation feeds, thereby limiting their visibility and reach on the platform.

Promoting Originality

In a move to champion originality, Instagram will prioritize showcasing the original creator’s post over reposted content in recommendations. When the platform identifies identical content, it will give precedence to the original creator, ensuring they receive proper credit and visibility. Additionally, Instagram will introduce labels crediting the original creator on reposted content, fostering transparency and acknowledging the creators’ contributions.

In a blog post announcing the changes, the company said it’s trying to “correct” its ranking system so that accounts with smaller followings will have an easier time expanding their reach. “Historically because of how we’ve ranked content, creators with large followings and aggregators of reposted content have gotten more reach in recommendations than smaller, original content creators,” the company explains. “We think it’s important to correct this to give all creators a more equal chance of breaking through to new audiences.”

Equal Distribution for All Creators

Instagram aims to democratize content distribution by revamping its recommendation system. Previously, content visibility skewed towards accounts with larger followings, disadvantaging smaller creators. The revamped system will prioritize content based on audience engagement rather than follower count. Eligible content will gradually reach wider audiences based on its performance, offering smaller creators an equal opportunity to connect with new audiences.

Future Outlook

While the current changes focus primarily on Reels, Instagram hints at extending similar updates to other content formats in the future. This shift underscores Instagram’s commitment to prioritizing original content and signifies a departure from overemphasizing follower counts. Despite potential challenges for established creators accustomed to higher visibility, Instagram remains committed to fostering a diverse creator ecosystem.

Instagram’s latest updates signal its dedication to cultivating a platform where originality flourishes and creators of all sizes thrive. By reevaluating its recommendation algorithm and cracking down on unoriginal content, Instagram seeks to nurture an inclusive and diverse content landscape, paving the way for a vibrant community of creators.