Instagram cracks down on repost accounts in major algorithm update

Instagram has announced a major policy change aimed at reducing the visibility of accounts that repost or recycle other creators’ content without meaningful additions.

The Meta-owned platform said on Thursday that “content aggregators” — accounts that primarily share reposted photos and carousel posts — will no longer be eligible for recommendations across Instagram.

The update is designed to prioritise originality and ensure that creators who produce content receive proper reach and credit.

Instagram said the rule previously applied mainly to Reels but will now extend to static posts, including images and swipeable carousels.

Under the new system, accounts that repeatedly repost content they did not create may see their posts excluded from algorithmic recommendations, including the Explore page and suggested feed sections. However, users will still be able to follow and view these accounts directly.

Instagram defines original content as material that a user has created themselves or significantly transformed with a personal perspective.

This includes photos or videos shot by the creator, or content that has been substantially edited or reimagined.

The company said meme creators can still qualify as original if they add humour, commentary, or creative reinterpretation that meaningfully changes the source material.

However, low-effort edits — such as adding watermarks, minor filters, or slowing down clips — will not be considered original. Simply reposting screenshots of others’ content, even with attribution, also does not qualify.

Instagram said the goal is to reduce repetitive repost cycles and encourage “meaningful creativity” across the platform.

The company added that the change will not affect content shown to users from accounts they actively follow, only algorithm-driven recommendations.