Instagram is cracking down on content aggregators

Instagram announced Thursday that accounts that regularly repost content they didn’t create, or share primarily the work of others as photos and carousels, will no longer be eligible for suggestions across the app.

The Meta-owned platform says the idea behind the change is to ensure original content creators get the credit and distribution they deserve. It’s worth noting that these protections were already in place for reels and now apply to photos and carousels, which are posts that feature a gallery of images and videos in a scannable format.

The update targets content aggregators who do not publish original content and simply re-upload other people’s posts. By limiting the reach of these accounts, Instagram is trying to foster originality in its app, while also working to prevent the same posts from being repeated.

Instagram classifies original content as content that someone entirely created or reflects their unique perspective, such as photos or videos they took or content they designed. Additionally, Instagram sees content that someone has essentially edited as original content. For example, using existing third-party content, such as meme templates or popular clips, is fine as long as users edit it by adding an element that enhances the content, the company says.

“For example, an original meme transforms another creator’s photo or video,” Instagram explained in a blog post. “When meme creators add humor, social commentary, cultural references, or a similar point of view by incorporating elements like unique text, creative edits, and voice over into a photo or video, they’re producing something original. The best meme creators take third-party content and make it distinctly their own, putting in a perspective, joke, or content. Reward.”

Instagram says low-effort edits like adding watermarks or changing the speed of a video don’t count. Additionally, uploading a screenshot of another person’s post with their username visible for credit does not qualify.

It’s worth noting that this change won’t affect how Instagram shows users content from aggregator accounts they follow. Instead, it will no longer show this content in suggestions across the app, including in user feeds and the Discover tab.