Instagram’s New Algorithm Update Is Cracking Down on Reposted Content
Instagram recently changed how content gets recommended, and it’s one of those updates that quietly shifts how discovery works on the platform. This time, it’s all about originality.
The platform is expanding its rules beyond Reels and applying them to photos and carousel posts too, with the goal of surfacing more original creators and pulling back on accounts that mainly repost other people’s content.
Here’s what’s actually changing.
Q: What exactly is Instagram updating?
Basically, Instagram will stop recommending photos and carousel posts from accounts that are mainly reposting content from other creators.
So if an account is mostly curating memes, resharing viral posts, or reposting content without adding any original ideas, those posts may not show up as often in places like Explore or recommendations.
Instagram is drawing a line between “this is original work” and “this is just being reshared,” building on something they already did with Reels back in 2024.
As per the platform, “original creators are the heart of Instagram,” and this update is meant to make sure people actually get credit and visibility for the content they’re making.
Q: What counts as “original” content now?
That’s the part many creators are trying to figure out. Instagram says original content includes things like:
- Photos or videos you created yourself
- Photo series or educational carousels
- Visual storytelling content
- Material that adds meaningful edits or commentary to third-party content
Reposting something with a watermark, subtitles, or a copied caption is unlikely to count anymore. But if you’re adding actual context, commentary, graphics, or a different perspective, it can qualify as original.
Their guidance was pretty straightforward: ask yourself whether you’re adding real value beyond simply repeating the original content.
Q: How will Instagram decide who gets deprioritized?
Instagram says it will review accounts on a rolling 30-day basis. If most of what an account posts during that time is considered reposted or unoriginal, that account may become ineligible for recommendations.
Importantly, the platform says this does not affect followers already seeing your content. It mainly impacts discovery, meaning exploration, suggested posts, etc.
So your existing audience may still see your content normally, but your ability to reach new people could take a hit.
Q: What should creators do differently?
This update feels like Instagram drawing a harder line between curating content and creating content. The platform is encouraging creators to use built-in tools like:
Those options still allow you to share other people’s work while giving credit to the original source.
Instagram also recommends checking Account Status regularly, which now shows whether your content is eligible for recommendations under the originality guidelines.
Q: Why is Instagram pushing this now?
Original creators are what keep people using the app. If people feel like repost accounts are constantly outperforming them, eventually, they stop posting.
But there’s also a bigger picture here.
Meta has been investing heavily in AI, and AI systems need original content to learn from. The more unique photos, videos, captions, and creative formats people post across the platform, the more training material Meta has flowing into its ecosystem.
So while Instagram is highlighting this as a creator-first update, it also supports its larger AI goals.
Q: Could this change how Instagram feels as a platform?
Quite possibly, as aggregator accounts play a big role in internet culture and trend circulation. A lot of things go viral because repost pages share them quickly. If those accounts start losing reach, it could slow down how trends move across the app.
At the same time, original creators may finally have a better shot at visibility without competing against giant repost networks recycling their work.
Q: What’s the biggest takeaway?
For most small businesses, this probably isn’t going to completely change the way you use Instagram. If your content is already centered around your actual business, things like project photos, behind-the-scenes content, your team, your products, customer work, or videos you created yourself, you’re most likely fine. This update is much more targeted at accounts that repost other people’s content over and over again.
But it is a good reminder of where Instagram seems to be headed.
The platform keeps leaning harder into original content and real perspective. Not overly polished repost pages or accounts recycling the same viral graphics everyone’s already seen 20 times.
Users are getting tired of content that feels generic or mass-produced. Businesses that actually highlight their work, share what they know, and sound like real humans tend to connect better anyway.
So while this update may not force most businesses to change their strategy, it’s definitely a sign that original content matters more than ever.
Is your digital content strategy up to date? At Bennington Brookstone, we pride ourselves on ensuring our clients are following the latest trends in social media and beyond. Call, DM, or send us an email at sbellem@brookstone.com to get started!
