Instagram has revamped their algorithm in order to prioritise originality. This also means combatting content theft by crediting the original creators and sidelining meme accounts in recommendations.

• Engagement-Based Ranking: Your content could reach a wider audience based on engagement, not just how many followers you have.
• Crediting Original Creators: New labels will credit the brains behind reposted content, tackling content theft head-on.
• No More Content Aggregators: Goodbye to meme accounts in recommendations. It’s all about originality.
• Original Content Prioritised: Expect to see more fresh, original content in your feed.

Instagram have stated these changes will roll out over the coming months. Reaction from the industry have been mixed, although the stated aim is to benefit creators, a lot of creators have criticised the changes as having the effects of reducing reliable news content (which often involves sharing 3rd party footage) as well as prioritising sourcing the creator’s original social account (which may not even be relevant for them to be credit to) over just making it easier for people to share a creator’s content.

Either way, if a lot of your Instagram content is reposts, now would be the time to revamp your strategy.