• New restrictions reduce visibility of repost-based accounts across the platform
• Update prioritizes original content in recommendations and discovery sections

Instagram has announced that it will stop recommending accounts that frequently repost content they do not own, or that primarily share others’ work through photo collections and multi-image carousel posts across the app.

Meta, the company that owns Instagram, said the move is designed to give original creators greater visibility and audience reach, noting that similar protections already applied to short-form videos (Reels) and are now being extended to photos and carousel posts.

The update specifically targets content aggregation accounts that do not produce original material but instead recycle posts from other users, in an effort to reduce repetition and limit the wide circulation of duplicated content on the platform.

Instagram explained that original content includes material fully created by the user or content that reflects their personal input, such as photos, videos, or designs they produce themselves.

The changes are part of a broader effort to strengthen original content on the platform and support creators, while still allowing posts to remain visible within followers’ feeds, but with reduced exposure in recommendations and the Explore page.