Instagram's recommendation algorithm will penalize 'unoriginal' photo and carousel posts

Source: Engadget

Meta updates Instagram’s recommendation algorithm

Meta is revamping Instagram’s recommendation algorithm to prioritize original content for photo and carousel posts. Accounts that reshare photos or carousels without material edits may see their reach throttled. As Meta explains in a blog post, “If your account primarily posts unoriginal reels, photos, or carousels you didn’t create or edit in a material way, your account may not be seen in recommendations to new audiences.”

What the new guidelines mean

The changes target “aggregator” accounts that primarily post content originally shared by others. In 2024, Instagram’s algorithm was tweaked to penalize accounts that recycle other users’ Reels, but the same protections were not applied to photo and carousel posts at that time. Meta has also cracked down on similar tactics on Facebook, aiming to encourage higher‑quality content link1.

Implications for meme, fan, and commentary accounts

Meta notes that the new guidelines can be especially complex for meme, fan, and other commentary accounts that regularly use content created by others. These accounts are advised to ensure they are “producing something original” by adding unique edits, narration, or graphics. Low‑effort edits—such as simple watermarks or credits to the original creator—won’t meet the bar for originality.

Checking reach and appealing decisions

Creators can use Instagram’s account status feature to see if their reach has been throttled and can appeal if they believe a mistake was made.