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
- Instagram's algorithm now favors original Reels over reposts or aggregated content.
- The platform actively seeks out and promotes the original source of content.
- 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.
