Instagram Boosts Original Content in Recommendations

August 19, 2024 at 2:30:30 PM

TL;DR Instagram updated its recommendation algorithm to prioritize original content over reposts. User @yantastic shared a notification from Instagram stating that original Reels are being recommended instead of reposts. Adam Mosseri, head of Instagram, confirmed this focus on original content, explaining that too much reach previously went to aggregators. This change aims to increase visibility for original creators and provide transparency through notifications when their content is prioritized.

Instagram Boosts Original Content in Recommendations

Instagram has implemented a significant update to its recommendation algorithm, prioritizing original content over reposts. This change was revealed through an interaction on Threads, Meta's text-based social platform.

User @yantastic shared a screenshot on Threads of a notification from Instagram, which read:

We're recommending your reel instead of others that feature your original content.

This notification brought to light Instagram's new approach to promoting original content.

Mosseri's Confirmation

Adam Mosseri, head of Instagram, responded directly to @yantastic's post on Threads, explaining:

It's part of our focus on original content. Generally too much reach goes to aggregators relative to original content creators, so when we are about to recommend something and we can find the original, we swap it out.

Key Aspects of the Update

  1. Instagram's algorithm now favors original Reels over reposts or aggregated content.
  2. The platform actively seeks out and promotes the original source of content.
  3. Creators are notified when their original content is recommended instead of reposts.

Impact on Creators

  • Increased visibility for those who produce original content
  • Potential reduction in the reach of reposted or aggregated content
  • Direct feedback through notifications when original content is prioritized

This algorithm change, along with the notification feature, represents Instagram's efforts to support original content creation and provide transparency about content promotion on the platform.

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