Instagram will stop recommending accounts that primarily repost content they did not create, expanding originality rules to feeds and Discover, with original creators gaining more visibility and credit.

The policy builds on prior measures affecting Reels and now covers photos and carousels, aiming to reward genuine originality while reducing the reach of aggregators and repost-heavy accounts.

Aggregation and repost pages will see diminished discovery unless they add meaningful edits or collaborate with original posters, and they can regain eligibility by posting original content over a rolling 30-day window.

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First published on April 30, 2026.

Third-party material is allowed only if the poster adds real original value beyond restatement or reference.

Meme, fan, and commentary accounts may find the policy complex; creators should add unique edits, narration, or graphics to qualify as original.

Clipping and aggregation pages have become a virality mechanism, potentially complicating enforcement and impacting business models built on reposting.

Creators should use built-in sharing or stories to credit others while benefiting from the prioritization of original posts.

Eligibility hinges on posting original content or meaningful edits, not merely cross-platform presence, according to Meta’s spokesperson.

The shift reflects a broader goal to boost distribution for original creators while acknowledging tension with reposting practices that drive virality.

The update may influence posting strategies and engagement, potentially changing how memes and reposted content spread.