The platform is implementing stricter rules against content reuploaded by individuals who are not the original creators, potentially impacting a large number of accounts.
The internet is rife with duplicate, stolen, and low-effort posts. Meta has publicly committed to reducing the reach of such content. In 2024, it made announcements limiting the recommendation of “unoriginal” content on Instagram, affecting users reposting the same clips. Similar measures were applied to Facebook, where unoriginal accounts risk losing monetization. This aims to ensure original creators receive the deserved recognition, though this challenges traditional social media sharing practices.
Instagram is now extending its rules to photos and carousels. For posts to be recommended, content must be “wholly created” or reflect a unique perspective. Accounts repeatedly sharing viral tweets or screenshots without adding value are at risk. Even curatorial accounts using found images may be affected. While memes with personalized text could be exempt, plain screenshots might be deemed unoriginal. Such content remains visible but loses promotion, thus reducing reach. Accounts posting original material can regain recommendation eligibility within 30 days.
Meta’s approach highlights the tension between recognizing original creators and the social media ecosystem. Meta’s moves occur when going viral involves spammy tactics, including clipping—a practice where meme and aggregation pages post short clips of longer media. Many accounts monetize through views, leading to widespread content duplication.
Cullen Heaney, Meta’s spokesperson, notes various factors, beyond content similarity, are considered to deem content original. Original creation or significant editing is required for recommendation eligibility. If Meta targets accounts like those clipping others’ content, their business model might collapse.
However, even if people consume repetitive reposts, it still benefits the platform by increasing engagement and viewership.