Time to rake in more likes: Instagram is changing its Reels short video recommendation algorithm to boost the distribution of original content from smaller accounts. The change is expected to have a decisive impact on network influencers and businesses that gain resonance and extensive publicity on Instagram. Meanwhile, the company intends to punish users who steal original content from others.
The company stated that it is trying to "fix" its rating system so that accounts with a smaller number of followers will have an easier time expanding their reach. The company said: "It is important to correct the content distribution of creators with smaller circulation, in order to give all creators a more equal chance to break into new audiences."
It's not clear exactly how Instagram will change its recommendations to make them more visible, but the company suggests that the algorithm will stop prioritizing accounts with more followers, and the change is expected to begin within the next few months. All of the changes currently apply only to Reels and not to other post types on the platform, but a company spokesperson said Meta will explore expanding to other formats on the app.
According to estimates, Instagram will indicate on top of all original content a label that will tag the original creator. The company says the changes will not apply to creators who make voiceover recordings or response segments to an original creator, or to posts that have been substantially "edited" to become a "meme."
Additionally, Instagram has stated that it will stop recommending Reels from accounts where content from other creators has been stolen. Those who publish non-original content ten times or more during 30 days will be punished, most likely by blocking the account.