Prioritizing Original Content

Instagram is making significant changes to its recommendation algorithm for Reels, aiming to elevate “original content” and provide smaller accounts with more visibility. This shift will particularly impact aggregator accounts and those that frequently repost others’ work.

Equalizing Reach Opportunities

Acknowledging the imbalance in content distribution, Instagram aims to “correct” its ranking system. Historically, accounts with large followings and reposted content aggregators received more recommendations. However, the platform is striving to provide all creators with an equal chance to reach new audiences.

Understanding the Algorithm Changes

Reevaluating Content Ranking

The specifics of Instagram’s adjustments remain somewhat vague, but the company hints at reducing the emphasis on follower count. Eligible content will now be introduced to a small audience based on potential interest, expanding gradually as engagement increases.

Immediate Impact on Original Content

One immediate change involves the replacement of reposted Reels with the original clips in recommendations. Accounts sharing reposted content will be labeled, prioritizing creators who generate original material.

Consequences for Aggregator Accounts

Stricter Penalization

Aggregator accounts that repeatedly post unoriginal content will face harsh penalties. Instagram plans to cease recommending Reels from such accounts if they persist in posting unoriginal content, potentially limiting their reach significantly.

Limitations and Future Considerations

Focus on Reels

These algorithm updates currently apply exclusively to Reels, indicating Instagram’s commitment to promoting original content within this format. However, the platform may explore extending similar changes to other content formats in the future.

Shifting Away from Follower Counts

Instagram’s efforts to diminish the importance of follower counts have been met with mixed reactions. While leveling the playing field benefits smaller accounts, it may pose challenges for established creators accustomed to relying on their follower base.

Instagram’s algorithm updates underscore its commitment to fostering a diverse and authentic content ecosystem. By prioritizing original content and minimizing the influence of follower counts, the platform aims to create a more equitable environment for creators of all sizes.