Instagram Reframes Feed to Reward Original Creators Over Aggregators
Instagram announced a major algorithm update to boost original creators by de-emphasizing aggregator and repost content in Explore and other surfaces, using a rolling 30-day originality assessment. Original content can include edits, photo series, how-to guides, and other value-added posts; third-party material is allowed if the poster adds new value. Reposts outside built-in sharing tools may see reduced reach. The change expands a 2024 Reels initiative, does not affect how content is shown to followers or licensing publishers, and encourages creators to use collabs, remix, or branded content labels to credit others.