Instagram’s New Algorithm Update Prioritizes Original Content
A new Instagram algorithm update is here! Here’s what you need to know about Instagram prioritizing original content on the platform.
Posted last year
Written by
Mackenzie TaylorPosted last year
Those days of us all complaining about Instagram and its algorithm could soon be numbered! Well, maybe. Head of Instagram, Adam Mosseri, took to Reels earlier this week to announce a major (and we mean, major!) update to the Instagram algorithm and how it’s going to prioritize original content.
Yes, Instagram (which claims to always be all about creators) is finally putting its money where its mouth is. In the Reel, Mosseri explained the four new updates that will now take place to help creators and original content on the platform. Here’s everything Instagram is updating to help prioritize original content.
What are the Instagram algorithm updates?
Rewarding original content
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Something that should always be done—if we’re being honest! Instagram will scan all content on the platform and if it discovers two pieces of content that are identical, it will only recommend the original piece of content.
And if the recommended item is a copy? Instagram will remove the copy from recommendations and replace it with the original—and notify the original creator when that happens.
According to Instagram, “We won’t replace content if it has been changed in a significant way, for instance, if it’s materially edited to become a meme, a parody compilation, narrated with a new Voiceover or remixed to express a reaction. This replacement only applies in places where we recommend content — such as explore, reels, and in-feed recommendations.”
Labeling reposts
The second best thing Instagram is going to do? Start adding a label to reposted content linking back to the original post. All those creators who have had work reposted without their consent will now be credited for the first time on Instagram. Absolutely HUGE.
Removing aggregator accounts
The first step Mosseri said Instagram will be doing is removing and disincentivizing aggregator accounts! From now on, Instagram will be removing the accounts and content from being recommended, if the content isn’t original.
Yes, even those meme accounts that don’t create the meme originally.
Instagram explained: “In the coming months, accounts that repeatedly (10 or more times in the last 30 days) post content from other Instagram users that they didn’t create or enhance in a material way will not be shown in surfaces where we recommend content.”
At the moment, this is specific only to content that Instagram recommends to users. Not to users that people follow already.
Higher reach for smaller creators
As we all know, creators with a larger following tend to get recommended more on Instagram’s algorithm and smaller content creators hardly get any.
Instagram is now recognizing that fact (finally!) and updating the ranking to help give “all creators a more equal chance of breaking through to new audiences.”
All new content posted on Instagram will get more reach at the very start and posts that do well with engagement initially, will get boosted more and more.
How this is going to happen is still unknown, but if it can figure it out, it’ll be a huge step for smaller content creators trying to reach new followers.
Four key takeaways from the Instagram algorithm update
- Focus on original content: Instagram is making changes to its algorithm to benefit original content creators. This means that creators should focus on creating their own unique content, rather than reposting content from others.
- Don’t worry about reposts: Instagram will be replacing reposts with original content and labeling them to link to the original creator. This means that creators don’t need to worry about their content being reposted without credit.
- Avoid unoriginal content: Accounts that repeatedly post unoriginal content will be ineligible for recommendations. This includes content that is reposted without credit, as well as content that is copied from other sources.
- Follow community guidelines: Accounts that repeatedly post content that violates community guidelines will also be ineligible for recommendations. This includes content that is hateful, violent, or sexually suggestive.
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