Instagram's recommendation algorithm will penalize 'unoriginal' photo and carousel posts
Meta is updating Instagram's recommendation algorithm to prioritize original content and reduce the reach of accounts that share unoriginal photo and carousel posts without significant edits. The change targets aggregator accounts and builds on a 2024 update that penalized recycled Reels. Meta acknowledges the complexity for meme and fan accounts, urging them to add unique commentary or edits to qualify as original.
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News Social Media Instagram's recommendation algorithm will penalize 'unoriginal' photo and carousel posts By Karissa Bell April 30, 2026 8:00 am EST JarTee/Shutterstock Meta is once again going after revamping Instagram's recommendation algorithm to boost original content and penalize accounts that lift posts from others. The company is updating its guidelines to prioritize "original content" for photo and carousel posts on Instagram. With the change, accounts that reshare photos or carousels without "material" edits could see their reach throttled. "If your account primarily posts unoriginal reels, photos, or carousels you didn't create or edit in a material way, your account may not be seen in recommendations to new audiences," Meta explains in a blog post.
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