Instagram Tightens Restrictions on Content Reposting and Changes Recommendation System

New Update from Instagram Targets Reposting Accounts

The Instagram platform, owned by Meta, has announced a new update targeting accounts that frequently rely on reposting content.

The update aims to support original content creators by reducing the visibility of accounts that repost content in the app's recommendation systems.

According to the new changes, accounts that repeatedly post reposted content will not be eligible to appear in recommendations, such as the homepage and the “Discover” tab, meaning their reach to new audiences will decrease.

Update Includes Images and Carousel Posts for the First Time

The new decision includes all types of posts, including images and carousel posts (which contain multiple browsable images or videos), not just Reels as was previously the case.

This represents an expansion of Instagram's policies against reposted content, as the focus is now on various forms of posting and not just video, in a move aimed at reducing content duplication on the platform overall.

Instagram's Definition of Original Content

According to the platform, content is considered “original” if it is produced by the user themselves or reflects their own vision, such as photos they take or videos they create.

Modified content can also be considered original if the user adds clear creative value, such as witty comments or creative edits or voiceovers, especially in meme content.

Minor Edits and Reposting Do Not Count as Originality

Instagram confirmed that superficial edits such as adding a watermark or changing the video speed do not make the content original.

It also clarified that reposting content while crediting the original creator—even with source attribution—does not grant the post the status of “originality” from an algorithmic perspective, affecting its chances of going viral.

Impact of the Update on Reach and Followers

Despite these restrictions, the platform clarified that accounts will not be affected within their current follower circle, as users will still be able to view the content normally.

However, the primary impact will be on reaching new audiences, as the chances of these accounts appearing in recommendations and exploratory pages will decrease.

Goal of the Update: Support Creativity and Reduce Content Duplication

Through this update, Instagram aims to reduce the spread of duplicated content and give greater priority to original content creators.

This step reflects a clear trend within the platform towards enhancing true creativity, while limiting content recycling, which may pose a challenge for aggregation accounts, but conversely opens the door for greater dissemination of original creative content.