Instagram is widening its push for original content, and this time, it’s not just Reels in the firing line.
Meta has confirmed that photo and carousel posts will now be penalised if they’re reposted without meaningful edits, extending a crackdown that previously focused on short-form video.
The change means accounts that rely heavily on reposting, often dubbed “aggregator” pages, could see their reach significantly reduced in recommendations. According to Meta, profiles that regularly share content they didn’t create or “edit in a material way” may no longer be surfaced to new audiences.
That’s a notable shift. Back in 2024, Instagram tweaked its algorithm to demote recycled Reels but largely left photos and carousels untouched. Now, the same rules apply across the board. This signals a broader effort to prioritise original creators over accounts that simply reshare viral posts.
There is a bit of a grey area, though. Meta says “low-effort edits” like slapping on a watermark or crediting the original creator won’t be enough to count as original content. Instead, users are encouraged to add something new. For example, commentary, creative edits, narration, or context that changes the post in a meaningful way count.
That could be tricky for meme pages and fan accounts, which often rely on resharing content as part of online culture. Meta acknowledges the nuance here. Notably, these communities play a role in conversations on the platform. However, Meta still insists they need to contribute something original to avoid being penalised.
There’s also the question of how Instagram decides what counts as “original” in the first place. This applies especially to widely shared memes or reposted screenshots that have been circulating for years. Meta hasn’t offered much clarity on that front.
For creators worried about their reach, Instagram points to its Account Status tool. This tool lets users check whether their content is being limited and appeal if they believe a mistake has been made.
The bigger picture is pretty clear: Instagram is doubling down on originality. If your feed leans heavily on reposts, it might be time to rethink your strategy.
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