Instagram's new rules push creators to prioritize original content over reposts

Instagram is rolling out stricter rules to prioritise original creators in its ranking system. The changes aim to reduce the visibility of accounts that mainly reshare or repost content without meaningful additions.

Users who rely heavily on unoriginal material may see their posts deprioritised in feeds and recommendations. The updated guidelines define original content as work created by the user or reflecting their personal perspective. This includes unique text, custom graphics, or use of remix tools. Accounts must ensure that most of their posts, carousels, and reels over a 30-day period meet this standard.

For those who frequently reshare, Instagram suggests using story shares, repost buttons, or collaboration features instead. Aggregator accounts that fail to adapt may be marked ineligible for recommendations. However, they can regain visibility by shifting to original posts or appealing the decision.

These rules now apply to photos and carousel posts, extending policies already in place for Reels since 2024. Users can also remove flagged unoriginal content to improve their account standing. The changes push creators to focus on unique material rather than repurposed content. Accounts that adjust to the new standards will maintain their reach, while those relying on aggregation risk losing visibility. Instagram’s system will continue monitoring posts to enforce the updated policies.