Instagram cracks down on content aggregators

Instagram has announced significant changes aimed at discouraging the proliferation of content aggregators who primarily repost work that isn’t their own. In a move to enhance visibility and credit for original creators, the platform will no longer recommend accounts that frequently share other people's content as images or in carousel format. Previously, Instagram had already implemented measures to protect original content in Reels, and this new update extends those protections to standard photos and carousels. The goal is clear: to encourage creativity and ensure that those who produce unique content receive the recognition they deserve. Instagram defines original content as that which is entirely created by the user or showcases their distinct perspective. This includes photos and videos they have captured or designs they have developed. The platform also recognizes content that has undergone substantial editing as original. For instance, transforming a popular meme template or third-party clip by adding unique elements counts as original content, as per Instagram’s guidelines. The company elaborates that when meme creators enhance a piece by infusing it with humor, social commentary, or personal insights, they are contributing original content. This is the artistic innovation that Instagram aims to encourage and reward. However, Instagram is drawing a line at low-effort edits. Simple actions like adding watermarks or modifying the playback speed of a video will not qualify as original work. Moreover, posting screenshots of others' content, even with credit, will not meet the new standards. Importantly, this update will not impact how content from aggregator accounts that users already follow is displayed. Rather, it specifically targets the visibility of such content in app-wide recommendations, including users' feeds and the 'Discover' section.