Instagram has recently updated its content recommendation system in a bid to increase the distribution of original content from small creators. In order to achieve this, the company has removed content shared by aggregators, which are accounts that repost original content from other creators without adding any value. Instead, the algorithm will prioritize showing original content, especially from small accounts, to increase visibility. This change will be accompanied by tags that identify republished content and link to the original source.
Instagram has also implemented a new classification system for reel recommendations. Instead of solely relying on user engagement, the system will expand distribution to different audiences starting with a small sample. The best performing videos will then be shown to a wider audience.
The changes in the recommendation algorithm will affect accounts that repeatedly share memes and repost content without adding their own contributions. Accounts that repost content more than ten times in the last 30 days without improvement will no longer appear in recommendations. However, accounts licensed to share content from other creators will be exempt from this limitation.
Although Instagram announced these changes to the recommendation algorithm, they will be implemented gradually over the coming months. The goal is to enhance the platform’s support for original content and give more visibility to small creators.
