Instagram Boosts Original Posts

Instagram Prioritizes Original Content in Algorithm Instagram announced new content ranking guidelines on May 2, 2024, that will deprioritize aggregator accounts in its recommendation algorithms globally. This change aims to boost visibility for creators posting original content across photos, carousels, and Reels, following a similar update for Reels earlier in 2024.

The platform defines original content as work wholly created by the user or reflecting a unique perspective, including materially edited third-party content. Examples include adding unique text, creative graphics, or using the remix feature to transform existing content. Accounts that primarily repost content without significant alteration will no longer be recommended to other users.

To avoid algorithmic penalties, accounts that frequently share others' content are advised to use Instagram Stories, the dedicated repost button, or collaborative post features. Aggregator accounts marked ineligible for recommendations can regain visibility by demonstrating a shift to original content, with most posts over a 30-day period needing to be original. Users also have the option to remove unoriginal content and appeal decisions.