Historically, Instagram’s content ranking system has favored creators with large followings and those who repost content, giving them a significant advantage in recommendations. This often left smaller, original content creators struggling to gain visibility. Instagram is now making changes to level the playing field and ensure everyone has a fair shot at reaching new audiences. As stated by Adam Mosseri, CEO of Instagram, “We want to ensure that all creators have an equal opportunity to shine and be discovered”.
You can watch a video about the update here.
Here are the four major changes being implemented:
- Introducing a new ranking factor that boosts the distribution of smaller creators.
- Prioritizing original content over reposts in recommendations.
- Adding clear labels to reposted content that link back to the original creator.
- Excluding content aggregators from recommendation lists.
Giving Everyone a Chance to Shine
Previously, recommended content like reels was ranked primarily based on follower interactions, which meant that accounts with massive followings always had the upper hand.
Instagram is changing this by developing a new ranking system. This new method will show every eligible piece of content—original, compliant with guidelines, watermark-free, and meeting recommendation criteria—to a small, targeted audience first. As these viewers engage with the content, the best-performing pieces will be shown to increasingly larger audiences. This tiered exposure ensures that great content can rise to the top, regardless of the creator’s follower count.
Championing Original Content
Creating original content takes significant time and effort, and those efforts should be recognized and rewarded. Here’s how Instagram plans to do that:
First, when identical pieces of content are detected on Instagram, only the original will be recommended. This means the original content will replace reposts in recommendations. This approach will be applied only when the original content is relatively new and confidently matched based on audio and visual cues. Significantly altered content, like memes or remixes, will not be replaced. This change applies to areas where content is recommended, such as Explore, Reels, and in-feed suggestions. When content is replaced, the original creator will be notified.
Second, for reposted content, a label linking to the original creator will be added, visible to followers of the reposting account. Both the original creator and the reposting account can remove this label if they choose.
Discouraging Aggregators
To further support original content, Instagram will exclude content aggregators from recommendations. Accounts that repeatedly post content from other users without significant modification will no longer appear in recommendation spaces. These accounts can regain eligibility after 30 days if they stop reposting unoriginal content. Licensed publishers with explicit permissions from content creators will not be affected by this policy.
Understanding Instagram’s Recommendations Guidelines
Many parts of Instagram use recommendations to help users discover new content, giving creators the chance to be seen by those who don’t follow them. While some content might not violate community guidelines, it may still be sensitive or inappropriate for broad recommendation. That’s why Instagram has additional recommendation guidelines to maintain high standards.
Certain types of content are allowed on the platform but may not be eligible for recommendations, such as:
- Content discussing self-harm, suicide, or eating disorders.
- Violent content or sexually suggestive material.
- Posts promoting regulated products like tobacco or adult services.
- Misleading health claims or deceptive business models.
- Political content or clickbait.
If a post violates these guidelines, Instagram will avoid showing it in recommendations. Repeated violations can lead to an account being temporarily ineligible for recommendations. Creators can use account status to check their eligibility, remove problematic content, and appeal decisions if needed.
Instagram’s goal is to ensure the platform is a place where all creators have an equal chance to succeed. These changes aim to create a more balanced environment, and Instagram looks forward to seeing the positive impact on the community in the coming months.
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