Instagram to stop recommending aggregator accounts to users

Instagram’s serial uploaders are about to be hit hard by the algorithm, as the platform announces new content ranking guidelines intended to boost original content creators.

Accounts that primarily aggregate content or repost other people’s content without significant edits or additions will not be recommended to other users, Instagram explained in a recent Creators Blog post. The platform announced the same algorithmic guidelines for Reels uploads in 2024. They will now also apply to photos and carousel posts.

“Original content” is defined as “work that is entirely created by you or that reflects your unique point of view,” Instagram explains. This includes original photos and designs, as well as third party content materially modified by the user. “Some examples include adding unique text to the content itself that provides more context than just describing what’s happening, adding creative graphics that offer new information, or using our remix feature to transform the original,” the blog post reads.

The platform recommends that accounts that frequently share content share other users’ posts in their Stories, use the repost button, or enable collaborative posts to avoid being marked as ineligible.

Aggregator accounts marked as ineligible for recommendations under the new guidelines can regain their place in the feed by switching back to the original posts. Instagram says “most” of an account’s posts, carousels and reels must feature original content within a 30-day period for the decision to be overturned. Users can also remove unoriginal content and appeal the decision.