Instagram has announced sweeping changes to its content recommendation algorithm, emphasizing original content and boosting visibility for smaller accounts. These updates aim to reshape how content is curated and surfaced across the platform, particularly on the Explore page and main feed recommendations.
If you accidentally stumble upon reposted videos, memes, or photos, soon you'll end up seeing a few of them on Meta's platform.
Instagram is Cracking Down on Content Aggregators
A significant aspect of the new policy targets content aggregators - accounts known for reposting other users' videos and photos without significant modification.
Instagram has expressed concerns over such behaviors where original creators' content is used without adequate credit, leading to engagement being diverted away from the original source.
Under the new guidelines, Instagram will begin to exclude these aggregators from recommendations if they repost content they did not "create or enhance in a material way" more than 10 times within 30 days, Engadget writes in its report. This initiative not only reduces the visibility of reposted content but also, in some cases, replaces it with the original posts in user recommendations.
Furthermore, this happens particularly when the original content is fairly new and when identicality can be confidently established through audio and visual signals. Affected accounts will regain eligibility for recommendations 30 days after ceasing to share unoriginal content.
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Enhancing Visibility for Original Creators
In an innovative move, Instagram plans to add a new label crediting the original creator on both the original and reposted content. This label can be removed by either the original creator or the reposting account if chosen. The intent here is to ensure that original creators receive recognition for their work directly within the content stream.
New Ranking Algorithm to Level the Playing Field
The updated recommendation engine is designed to democratize content discovery by giving all creators, regardless of their account size, an equal opportunity to reach a broader audience. This system will initially expose new content to a small, potentially interested audience.
Content that performs well in this preliminary phase will then be shown to a wider audience, increasing the chances of viral distribution. This approach mimics the dynamics that have driven TikTok's success, where any creator has the potential to go viral.
Implications for Content Strategy on Instagram
These changes are likely to have far-reaching effects not just for content mills and meme pages but also for individuals and organizations that frequently repost content, including celebrity fan pages and accounts sharing inspirational content from various sources, according to The Verge. The shift may lead to a rethink of strategies by those who heavily rely on reposting, as continued practice could lead to reduced discovery and engagement.
Original Content Will Flood IG in the Next Few Months
Instagram has indicated that these updates will be implemented gradually over the coming months. As the platform continues to invest heavily in features like Reels and enhance its recommendation algorithms, the focus on originality and creator equality seems set to transform how content is shared and consumed on Instagram.
This development could lead to significant shifts in content strategy, particularly for brands and influencers who traditionally relied on aggregation.
As Instagram evolves, so too must the strategies of its users, adapting to a landscape where originality and creativity are at the forefront of social media success.
It appears that Instagram is not only removing reposted content on the platform. Last week, it announced that it would filter phrases that contain offensive language or hate speech.
