Instagram has announced that the company is planning to improve its rankings algorithm to highlight original content on its platform.
According to the platform head Adam Mosseri, the photo and video sharing social media are moving things around to its ranking algorithm to prioritise the distribution of original content instead of reposted content, in places like the reels tab and content feed.
“If you create something from scratch, you should get more credit than if you are resharing something that you found from someone else. We’re going to do more to try and value original content more, particularly compared to reposted content,” Mosseri adds.
In a tweet, he adds, “As we learn more into recommendations it’s becoming increasingly important that don’t overvalue aggregators, as that would be bad for creators, and therefore bad for Instagram long term.”
Instagram is flooded with popular meme accounts that repost other users’ reels and often receive tons of engagement and millions of views. The new change means that these accounts may no longer get the same reach that they currently do, as the platform works to amplify the original creator instead.