Instagram's new rules now reward original creators over reposters

Instagram has updated its content ranking rules to give more visibility to original creators. The changes now apply to photos, carousels, and reels posted over a 30-day period. Accounts that mostly reshare unaltered content will no longer be recommended in feeds or suggestions. The new guidelines define original content as work either fully created by the user or transformed with a unique perspective. Examples include adding personal text, custom graphics, or using remix tools. Simply reposting or aggregating others’ material without changes will limit an account’s reach.

Accounts that frequently reshare content are advised to use story shares, repost buttons, or collab posts instead. Those flagged as aggregators can appeal the decision or regain eligibility by switching to original uploads. Previously, these rules only applied to Reels. Now, they cover all post types, ensuring consistency across the platform. Users can also remove unoriginal content to improve their account’s standing.

The update aims to highlight creators who produce fresh material rather than repurpose existing posts. Eligible accounts will appear more often in recommendations. Aggregators must adapt their strategy or risk losing visibility in the app’s main feeds.