On Thursday, Instagram announced a significant policy update aimed at promoting original content on its platform. Accounts that predominantly share or repost content created by others will no longer qualify for recommendations within the app. This change is designed to ensure that creators of original material receive the recognition and visibility they deserve.
Previously, these protections were applied to Instagram Reels, but now they extend to photos and carousel posts--formats that allow users to share a series of images and videos in a single post. By limiting the reach of accounts that do not produce original content, Instagram aims to foster a more creative environment and reduce the repetitive circulation of the same material.
Instagram defines original content as material that is either entirely created by the user or reflects their unique viewpoint. This includes photographs, videos, or any content that has been materially edited. For instance, users can modify existing third-party content, such as meme templates, as long as they enhance it with their own creative elements. Instagram emphasizes that the goal is to reward authentic creativity.
As outlined in a blog post, original memes can transform another creator's work by adding humor, social commentary, or cultural references. This creative process involves incorporating unique text, artistic edits, or voiceovers, making the content distinctly the creator's own. Instagram encourages this kind of innovation and originality.
However, low-effort edits--like merely adding watermarks or altering the playback speed of a video--will not be considered original. Additionally, simply sharing a screenshot of someone else's post while crediting them does not meet the criteria for originality.
Importantly, this update will not impact how users see content from accounts they follow. Instead, it will restrict the visibility of non-original content in recommendations, including users' feeds and the "Discover" tab.
With this initiative, Instagram is not only prioritizing originality but also reshaping the content landscape on its platform. By encouraging users to create and share their unique perspectives, Instagram is setting the stage for a more vibrant and innovative community.
