Instagram has announced significant changes to its platform, aimed at giving smaller, original content creators more prominence and visibility. The move is a departure from the current algorithm, which favors accounts with large followings and aggregators of reposted content. The changes are designed to reward smaller creators who spend time and effort creating original content, and to curb the dominance of larger accounts that repurpose content from others.
According to the company, the new changes will involve implementing a new ranking system that gives smaller creators more opportunities to be distributed. Reposts will be replaced by original content in recommendations, and labels will be added to reported content, linking it back to the original creator. Additionally, aggregators will have their content removed from recommendations.
Instagram is taking a stand against aggregators, stating that “it takes a lot of time and effort to create original content, so those who create it should get credit and distribution even when it is reposted by other accounts.” This means that when the algorithm discovers two or more identical pieces of content on the platform, it will only recommend the original one. This change will apply to recommendations in areas such as Explore, Reels, and in-feed recommendations.
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However, the company is not removing all aggregations from the platform entirely. Instead, accounts that repeatedly post aggregated content without adding significant value or editing will be discouraged from being displayed in recommended surfaces. This approach will help to encourage creators to focus on producing original content rather than simply reposting from others.
Another aspect of the change is the addition of notifications to the original creators when their content is replaced. This will help to ensure that creators are aware of the actions being taken to promote their work and provide them with visibility.
While the changes sound positive for smaller Instagram accounts, it will likely take several months for the effectiveness of the new system to be accurately gauged. Nevertheless, the move is expected to benefit those who consistently create high-quality, original content, and discourage the perpetuation of aggregated content on the platform.
