Instagram to stop recommending reposted or copied content on the platform

Instagram is finally taking a bold step to show less reposted and copied content on the platform. The platform’s head Adam Mosseri took to Threads to announce the new changes that will be rolling out on Instagram in the coming months. These changes include replacing reposted content with the original content, including reels and posts. Further, completely stop recommending aggregators who repeatedly share unoriginal content.

Instagram wants people to see original content on the platform

Instagram’s latest announcement is a piece of good news for creators who make original content. Those who repeatedly share unoriginal content on the platform are at risk. Here’s how.

Instagram will find reposted content in recommendations and will replace it with the original one. Instagram will automatically add a label linking back to the original content. So, if you have shared someone else’s video by simply changing music, it may not get recommended or will have a link back to the original video. This is just an example of how the feature may work, we’ll have to see how it may actually work when it arrives. Licensed publications will be an exception for this as they may have to share common news in the form of videos and posts.

Mosseri confirmed that the content that includes edited original reels/posts by, for instance: Adding their face on top using a green screen or notable text to create memes, will be counted as mixed original content. We expect such content to still be recommended. Having said that, members may not be at risk, only those who post almost the same-looking video or photo will be affected.

Instagram is taking a big step for those sharing fully unoriginal content (aggregators) as such content and the accounts sharing them will be removed from recommendations. This way, the platform fosters a place for original content creators.

Also, this will make sure that the original creators get the reach they deserve. As so far there have been several instances where the video or post of an original creator didn’t receive engagement, but those who reshared their content got all the attention. This problem may not occur with this change.

In addition to these changes, Instagram is also changing how the general content is recommended on the platform. Previously, reels were ranked based on how an account’s followers engaged with them, which gave an edge to accounts with the largest followings. But that’s changing soon as a new way of content recommendations is being tested.

The new content recommendation process starts by categorizing content from public Instagram accounts by using specific signals. Then, that content will be presented to a small audience. The content that resonates with most people will then be shared with a wider audience.

All the new updates and changes will be rolled out in the coming months.