Instagram is updating its algorithm to surface more content from smaller, original creators

Instagram is implementing changes to its algorithm to prioritize content from smaller, original creators, addressing long-standing issues of reach influenced by larger accounts and reposted content. The platform will enhance distribution for original content, label reposts, and limit visibility for content aggregators in recommendations.

The updates include a new ranking system for recommendations, which will progressively expose successful content to broader audiences based on engagement. Original content will replace identical reposts in areas like the explore page and Reels, ensuring creators have a fair chance to attract viewers. These changes aim to balance the visibility between original creators and those reposting or aggregating content.