Instagram announced on Thursday that accounts regularly reposting content they didn’t create or primarily sharing others’ work as photos and carousels will no longer be eligible for recommendations on the app.
The Meta-owned platform aims to ensure original content creators receive the credit and distribution they deserve. This change, previously applied to reels, now includes photos and carousels—posts featuring a collection of images and videos in a swipeable format.
The update targets content aggregators not posting original content but re-uploading others’ posts. Instagram seeks to boost originality while preventing repetitive circulation of posts.
Instagram defines original content as creations wholly made by someone or reflecting their unique perspective, like their photos or videos, or designed content. Content that is materially edited is also considered original. Using third-party content, like meme templates, is acceptable if users add elements that enhance it, according to Instagram.
“For example, an original meme transforms another creator’s photo or video,” Instagram explained. By adding humor, social commentary, cultural references, or a relatable take with unique text, creative edits, and voiceover, creators produce something original. Successful meme creators make third-party content unmistakably theirs by injecting a perspective, joke, or context not previously present. Instagram wishes to reward this creativity.
Instagram notes that low-effort edits, like adding watermarks or changing video speed, don’t count. Uploading a screenshot of another’s post with their username visible for credit is also insufficient.
This change won’t affect how Instagram shows content from aggregator accounts followers are already engaged with; it will simply prevent this content from appearing in recommendations across the app, including users’ feeds and the “Discover” tab.