Instagram has announced stricter guidelines for accounts that repost content without creating original material. The move aims to boost the visibility of creators who generate their own work.

Under the new policy, which applies to photos and carousels as well as reels, accounts that primarily share others' posts will see reduced reach across the app. Instagram defines 'original content' broadly but clearly excludes simple edits like adding watermarks or changing video speed.

The platform argues this change will encourage creativity by rewarding users who add their unique perspective to existing material, such as through humorous memes or relatable commentary. However, critics might see it as another step towards weeding out user-generated content that relies heavily on community contributions.

This update is part of a larger trend in social media where platforms are increasingly aware of the value of originality and authenticity. For ordinary users, this could mean more tailored recommendations but also less exposure to aggregated content.