Instagram is expanding its crackdown on unoriginal content by limiting the reach of reposted photos, videos, and carousels that lack significant creative edits or unique perspectives from the creator.

Key Points

• Meta is restricting recommendation eligibility for accounts that repost content without adding original creative value or material edits.
• The policy now applies to photos and carousels, expanding on previous rules that targeted unoriginal Reels and video content.
• Aggregator accounts, including those sharing viral screenshots or mood boards, face potential visibility drops in the Explore tab and recommendation feeds.
• Accounts can regain recommendation eligibility by posting original content consistently over a 30-day rolling window.
• Meta’s spokesperson confirmed that content sourced from other platforms will be flagged as unoriginal if it lacks a unique spin or meaningful contribution.

Why it Matters

These changes threaten the business models of "clipping" and aggregation accounts that rely on high-volume reposting to generate viral traffic and advertising revenue. By prioritizing original creators, Meta aims to reduce platform clutter, though the move risks impacting the engagement metrics that currently drive significant user time on the app.