Instagram Goes After Accounts That Only Repost Other People’s Content

Instagram has apparently had enough of aggregator accounts that exist solely to repost someone else’s content. An algorithm change coming down the pipe aims to reduce aggregator content and boost content for smaller creators.

“Historically because of how we’ve ranked content, creators with large followings and aggregators of reposted content have gotten more reach in recommendations than smaller, original content creators,” Instagram says. “We think it’s important to correct this to give all creators a more equal chance of breaking through to new audiences.”

The first step in Instagram’s plan is to tweak the algorithm to give all creators an equal shot at going viral on the platform by showing videos to a smaller audience. The top-performing Reels will then be shown to an increasingly larger audience.

Step two is to crack down on aggregator content. Instagram says that when it finds two or more identical pieces of content on the platform, it’ll only recommend the original one. Additionally, any reposted content will have a direct link to the original creator. As a result, accounts that repost content can expect steep declines in viewership over the coming months.

“Accounts that repeatedly (10 or more times in the last 30 days) post content from other Instagram users that they didn’t create or enhance in a material way will not be shown in [areas of the app] where we recommend content,” Instagram says.

Aggregators can return to the recommendations section after 30 days if they stop posting unoriginal content. Followers of those accounts will still see their posts, though.

As Engadget notes, the change may be partially in response to creators complaining that their followers don’t see their posts.

The algorithm updates, which should begin rolling out in the coming months, are the latest of several changes to improve Instagram usability, including the ability to edit chats and turn read receipts on and off, as well as bulk-delete spam follower and tag requests.