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Instagram's algorithm overhaul will reward ‘original content’ and penalize aggregators

Instagram is overhauling its recommendation algorithm for Reels to boost “original content” in a move that will have significant implications for aggregator accounts and others that primarily repost other users’ work.

Instagram is overhauling its recommendation algorithm for Reels to boost “original content” in a move that will have significant implications for aggregator accounts and others that primarily repost other users’ work. That change could crater the reach of popular aggregator accounts that share other users’ clips, often in order to promote affiliate shopping links and other schemes. In recent weeks, Instagram head Adam Mosseri has taken to Threads to field complaints from several creators sharing their account statistics and demanding to know why more of their followers don’t see their posts.

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