Instagram Changed Its Algorithm To Rank Original Content

Instagram has tweaked its algorithm again, this time to help "prize unique content more."

In a video on Twitter, Instagram Head Adam Mosseri announced the change, claiming that it was in line with Meta's broader goal of empowering creators.

Mosseri explained:

"If you make something from the roots up, you should be given more credit than if you reshape something that was created by someone else. In comparison to reposted material, we'll do more to strive to value original work more highly. Mosseri went on to say that while the social media platform currently prioritises original material, it's "becoming increasingly vital that [we] don't overvalue aggregators."

He went on to say that while the corporation does its best to 'guess' if a published photo or video is original, however, it "cannot know for sure."

An Instagram spokesman told TechCrunch that the platform's ranking algorithm will now prefer "original material" over replicated content, especially for the Reels and Feed tabs.

The decision comes after Instagram took significant measures to encourage artists to submit original material on its platform instead of editing and re-sharing videos from TikTok or other social media platforms. The most recent modification, however, appears to be aimed at deterring meme accounts from collecting and sharing popular memes and other re-posted content.

Instagram also tried eliminating the 'Recent' button from the hashtag page, claiming that this helped users find "more engaging and relevant material." Users will soon just have two tabs to choose from: Top and Reels.