Meta’s Instagram is expanding its crackdown on aggregator accounts to prioritize original content. The platform’s algorithm will now penalize accounts that repeatedly share unoriginal photos and carousels, extending a policy previously limited to Reels.
Instagram head Adam Mosseri stated that accounts featuring reposted material without meaningful transformation are now ineligible for recommendations to non-followers. This change restricts visibility on discovery surfaces like the Explore page.
Reach to existing followers remains unaffected. The move aims to incentivize aggregators to add unique elements, such as commentary or creative reinterpretations, rather than re-uploading existing posts.