Instagram has announced a major update aimed at promoting originality on the platform. Accounts that repeatedly repost content created by others will no longer be eligible for recommendations across the app. The move is designed to ensure that original creators receive proper credit, visibility, and reach.
The update from the Meta-owned platform extends existing protections—previously limited to Reels—to now include photos and carousels as well. Carousels are swipeable posts that combine multiple images and videos in a single upload.
Instagram Focus on Original Content and Creator Credit
According to Instagram, the definition of original content includes material that a user has fully created or content that clearly reflects their unique perspective. This can include photos or videos they have captured themselves or designs they have made.
The platform also considers “materially edited” content as original. This means that users can still use third-party material, such as meme templates or trending clips, as long as they add meaningful creative value.
Instagram explained that original memes often transform existing content by adding humor, commentary, cultural context, or personal perspective. This may include unique text, voiceovers, or creative editing that changes the meaning or impact of the original material.
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However, simple edits such as changing video speed, adding watermarks, or reposting screenshots of other users’ posts—even with credit—will not be considered original content under the new rules.
Impact on Aggregator Accounts
The new policy primarily targets content aggregator accounts that re-upload others’ work without adding original input. However, Instagram clarified that this change will not affect how such content is shown to existing followers.
The restriction applies only to recommendations. This means that reposted content from aggregator accounts will no longer appear in suggested feeds or the Explore page for users who do not already follow them.
A Push Toward Creativity and Fair Visibility
With this update, Instagram aims to strengthen support for original creators and discourage low-effort reposting. The platform says it wants to reward creativity, individuality, and meaningful content creation across all formats, including photos, videos, reels, and carousels.
The new rules signal a clear shift toward prioritizing authentic content and ensuring that creators who add real value are the ones who benefit most from platform visibility.