Instagram is tightening its grip on what gets seen and what gets buried, and repost-heavy accounts are directly in the crosshairs.
The platform is rolling out updated recommendation rules that prioritize original content while limiting visibility for accounts that mainly recycle posts. According to Instagram, profiles that rely on reposts without meaningful changes will no longer be pushed to wider audiences through recommendations.
This shift expands on earlier changes made to Reels in 2024, now applying the same standards to photos and carousel posts. The goal is clear: reward creators who actually make something new, not just repackage what’s already circulating.
Instagram defines “Original content” as “work that you wholly created or reflects your unique perspective.” That doesn’t mean you can’t use existing material, but it has to be transformed in a meaningful way. As the company explains, “Some examples include adding unique text on 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.”
For accounts that thrive on reposting, there’s still a path forward. Instagram suggests sharing content through Stories, using the repost feature, or setting up collaborative posts to avoid penalties. However, accounts flagged as ineligible for recommendations will need to shift their strategy. The platform says “most” content posted within a 30-day window must be original to regain algorithm favor.
Creators can also delete reposted content or appeal the decision.
Original reporting in this version includes a newly written lead, restructured narrative flow, and simplified explanation of policy impact for clarity and readability.
