Instagram restricts reach of content aggregators in crackdown
Original: Instagram cracks down on content aggregators
Why This Matters
Significant shift prioritizing original creators over aggregators could reshape content distribution dynamics
Instagram announced Thursday that accounts regularly reposting others' content will lose recommendation eligibility across the app. The Meta platform extends existing Reels protections to photos and carousels to boost original creators' visibility and credit.
Instagram will no longer recommend accounts that primarily share other people's work in photos and carousels across its platform. The change extends protections already in place for Reels to other content formats. Instagram defines original content as wholly created work or content reflecting unique perspectives, including materially edited third-party content like memes with added humor or commentary. Low-effort edits such as watermarks or speed changes don't qualify as original. The update targets aggregators that simply re-upload others' posts without adding value. Users can still see aggregator content from accounts they follow, but it won't appear in recommendations, feeds, or the Discover tab.