Instagram expands anti-repost policy to photos and carousels

Instagram announced on Thursday a policy change targeting content aggregators, which are accounts that primarily repost content created by others. Under the new rules, accounts that regularly repost content they did not create, or primarily share other people’s work as photos and carousels—defined as swipeable posts featuring a collection of images and videos—will no longer be eligible for recommendations across the app. This restriction applies to algorithm-driven distribution in feeds and the Discover tab. However, the platform, which is owned by Meta, noted that the change will not affect how Instagram shows people content from aggregator accounts they already follow. These protections against content aggregation were already in place for Reels, and are now being extended to static and multi-image formats.

The policy update is designed to distinguish between original work and what the platform classifies as low-effort edits. According to Instagram, modifications such as adding watermarks or changing the speed of a video do not qualify as original content. Similarly, uploading a screenshot of another person’s post with their username visible for credit does not qualify. However, the platform does not intend to penalize material edits that add a unique perspective, such as meme templates or popular clips, provided they are materially transformed.

As the platform Instagram explained, “For example, an original meme transforms another creator’s photo or video.” The platform noted that when meme creators add humor, social commentary, cultural references, or a relatable take through unique text, creative edits, and voiceovers on a photo or video, they are producing original work. The platform stated that the best creators take third-party content and make it theirs by layering in a perspective, joke, or context that was not previously present. This is the specific kind of creativity that Instagram wants to continue rewarding.

By implementing these restrictions, Instagram is looking to boost originality on its app while working to prevent the same posts from being circulated repeatedly. The platform stated that the change is intended to ensure that creators of original content get the credit and distribution they deserve.

Why it matters

This move signals a broader platform shift toward prioritizing original creators over aggregators, extending the same algorithmic constraints previously applied to Reels to the rest of the app’s static content formats.