Instagram changes its algorithm to favor original content: what will change

Instagram wants to favor content creators

Adam Mosseri, the boss of Instagram, announces in a video posted on Twitter a significant change regarding the ranking of posts in places such as the main newsfeed or the dedicated Reels tab: original content (unpublished content that comes directly from a creator) will now be prioritized by the algorithm over to the detriment of existing content that is simply reposted.

The director of Instagram clarifies on this subject: “If you create something from scratch, you should get more credit than if you re-share something you found at someone else’s. We are going to do more to try to give more value to original content, especially in relation to reposted content”.

Why this change in algorithm?

Adam Mosseri explains in a tweet : “As we move towards recommendations, it becomes increasingly important not to overvalue aggregators, because that would be bad for creators, and therefore bad for Instagram in the long run.” The objective is to reduce the domination of aggregator sites and to put content creators in the spotlight. So, if you repost a lot of content from other accounts, you might face a drop in reach.

How will Instagram detect original content?

This algorithm change causes queries to be skipped. Among the questions asked: “How will Instagram identify who the original creator of an image or video is? ». Adam Mosseri respond on Twitter : “We can’t be sure. We built classifiers to predict the *probability* of something being original. We look at things like what’s in the video, and if we’ve seen the video before”.

It seems that it will not be easy for Instagram in some cases to determine the right content to prioritize. A person on Twitter also asks an interesting question: “So if someone steals a TikTok video and uploads it to Reels before anyone else, how can the algorithm predict the originality of that video? » . The Instagram boss responds: “It would be difficult. If the account is an aggregator, it is more likely that we can detect that the content is not original. If it’s someone impersonating the original creator, which is less likely but could happen, it’s going to be hard for us to know.”

Instagram recognizes that identifying the origin of content remains complex, and states that it will continue to refine its ranking algorithm in this direction over time.

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