Meta is changing Instagram's recommendation algorithm to favor original content in photo and carousel posts, the company said. Accounts that reshare posts without material edits could see their reach reduced. [1]
Instagram already made a similar change in 2024 for recycled Reels posts, but it did not extend those protections to photo and carousel posts at the time. The new rule brings those formats into the same system, with Instagram aiming to push what it called "original content" higher in recommendations. [1]
The change targets a common practice on the platform, where accounts repost others' images or multi-photo posts with little or no alteration. Under the update, those reposts are more likely to lose distribution in recommendation surfaces than posts judged to be materially edited or original. [1]
Instagram has not described a separate rollout schedule for the change beyond the policy update, but the ranking shift is meant to take effect in its recommendation system for photo and carousel posts. [1]
