Instagram cracks down on content aggregators

Source: TechCrunch

Policy Change

Instagram announced that accounts which regularly repost content they didn’t create, or primarily share other people’s work as photos and carousels, will no longer be eligible for recommendations across the app. The change aims to ensure creators of original content receive the credit and distribution they deserve. Protections that were already in place for Reels are now being applied to photos and carousels—the swipeable collections of images and videos.

The update targets content aggregators that do not post original material and simply re‑upload others’ posts. By limiting the reach of these accounts, Instagram hopes to boost originality on the platform and prevent the same posts from circulating repeatedly.

Definition of Original Content

Instagram classifies original content as material that someone wholly created or that reflects their unique perspective, such as photos or videos they took, or content they designed. Content that has been materially edited is also considered original. For example, using existing third‑party material—like meme templates or popular clips—is acceptable if the user adds an element that enhances the content.

“For example, an original meme transforms another creator’s photo or video. When meme creators add humor, social commentary, cultural references, or a relatable take by incorporating elements such as unique text, creative edits, and voiceover on a photo or video, they’re producing something original. The best meme creators take third‑party content and make it unmistakably theirs by layering in a perspective, joke, or context that wasn’t there before. This is the kind of creativity we want to continue rewarding.” – Instagram blog post

Low‑effort edits, such as adding watermarks or merely changing the speed of a video, do not count as original. Uploading a screenshot of another person’s post with their username visible for credit also does not qualify.

Impact on Recommendations

The change does not affect how Instagram shows content from aggregator accounts that users follow. Instead, it removes that content from recommendations across the app, including users’ feeds and the “Discover” tab.

Image credit: Instagram