Changes
415 times Instagram's guidance changed, newest first. Each shows what was said before, and what replaced it.
5 of 415 changes about Original content. Show all
2026
Original contentSep 2026
Instagram clarified that reposting your own identical reel will not be treated as original content and will probably receive less reach, even though you created it.
Before
Rewarding original creators on Instagram“Original content is work that you wholly created or reflects your unique perspective. Here are some examples: - Photos or videos you took — your photography and edits are reflective of your creative vision. - Content you designed — whether it's a photo series, a how-to guide, or a visual story, if it’s something you personally created, it's your original content.”
After
A few ways to get more mileage out of a post that worked, without just reposting it.“One question I get a lot is: if I have a piece of content or a reel that does well on Instagram and I want to get more out of that idea, how do I go about doing that as a creator?”
Original contentApr 2026
Instagram clarified that enhancing reused content means adding meaningful value, such as new information, context, or perspective, for it to qualify as original.
Before
Announcing some changes to further reward original content on Instagram:“Announcing some changes to further reward original content on Instagram: - First, when we find reposted content in recommendations, we will replace it with the original. We’ll also add a label to the repost linking back to the original, which will remain visible to the reposter’s followers.”
After
Rewarding original creators on Instagram“Original content is work that you wholly created or reflects your unique perspective. Here are some examples: - Photos or videos you took — your photography and edits are reflective of your creative vision. - Content you designed — whether it's a photo series, a how-to guide, or a visual story, if it’s something you personally created, it's your original content.”
Original contentApr 2026
The aggregator restriction was refined from repeatedly sharing unenhanced copies to having most posts over a month come from other accounts.
Before
Announcing some changes to further reward original content on Instagram:“Announcing some changes to further reward original content on Instagram: - First, when we find reposted content in recommendations, we will replace it with the original. We’ll also add a label to the repost linking back to the original, which will remain visible to the reposter’s followers.”
After
Original creators deserve to be rewarded for their work, not compete with accounts that simply re-upload it.“You're a creator or an aggregator on Instagram. There's a big change coming this week that you should really know about. Now, about two years ago, we announced that we're going to try to shift more reach from aggregators and people who repost other people's content to the original content creators.”
2025
Original contentFeb 2025
Instagram added that it notifies original creators when it detects reposts and clarified that replacement may not work for modified copies or originals never posted on Instagram.
Before
Announcing some changes to further reward original content on Instagram:“Announcing some changes to further reward original content on Instagram: - First, when we find reposted content in recommendations, we will replace it with the original. We’ll also add a label to the repost linking back to the original, which will remain visible to the reposter’s followers.”
After
AMA: can you notify me when someone reposts one of my reels?“So we want Instagram to be a great place for original content creators. So when we do detect, and we don't always catch, but when we do detect that someone is reposting your content, you're real.”
2024
Original contentApr 2024
Instagram moved from a general promise to favor original content to specific measures: replacing copies in recommendations, linking copies to originals, and excluding aggregators from recommendations.
Before
New Features“you create something from scratch, you should get more credit than if you are re-sharing something that you found from someone else. We're going to do more to try and value original content more, particularly compared to reposted content.”
After
Helping Creators Find New Audiences“Historically because of how we’ve ranked content, creators with large followings and aggregators that share copies of original content have gotten more reach in recommendations than smaller, original content creators. We think it’s important to correct this to give all creators a more equal chance of breaking through to new audiences.”