Instagram is preparing to sanction frequent reuploaders with updated content ranking protocols designed to encourage original creators. Accounts that primarily share others’ content without meaningful alterations will not receive recommendations, as outlined in a recent blog post for Creators. These protocols, which have been implemented for Reels in 2024, will now apply to photos and carousel posts as well.

Instagram characterizes “original content” as material wholly produced by the user or showcasing their distinct viewpoint. This encompasses original images, designs, and extensively modified third-party content. Illustrations include incorporating unique text for context, inventive graphics with fresh information, or utilizing the remix feature to modify the original.

The platform advises that accounts that frequently reshare should share others’ posts to stories, utilize the repost button, or activate collab posts to maintain eligibility. Aggregator accounts deemed ineligible can recover recommendation status by prioritizing original postings. Instagram mandates that “most” posts, carousels, and reels must consist of original content over a 30-day period to overturn the verdict. Users can also delete unoriginal content and submit an appeal.