Since its launch in 2020, Instagram’s Reels has aimed to rival TikTok in the short-form video arena. However, the platform has encountered a challenge with the widespread sharing of aggregated content, leading to original creators being overshadowed.
To address this issue, Instagram is revamping its Reels algorithm. CEO Adam Mosseri announced the update via a video on his personal account. The new algorithm will automatically prioritize original content over reposted videos in the “recommended” section of Reels. While reposted content won’t be removed from the poster’s account, it will be labeled to credit the original creator, ensuring visibility and recognition.
Moreover, Instagram will limit the exposure of aggregators in recommendations, particularly those who consistently share unoriginal content. Mosseri clarified that users who engage in remixing Reels, akin to TikTok’s duetting feature, will remain unaffected.
Although the update hasn’t taken effect immediately, Instagram plans to implement it gradually over the coming months. This move aims to foster a more supportive environment for creators and promote the authenticity of content on the platform.
