Instagram Updates Ranking Algorithm to Prioritize Original Content

In a significant move to prioritize original content, Instagram has announced major changes to its content ranking and recommendation algorithms. If you’re a creator or an aggregator on the platform, these changes will likely have a profound impact on how your content is seen and shared. Here’s a detailed breakdown of what to expect and how to adapt.

Prioritizing Original Content

Instagram’s latest update is designed to amplify the reach of creators who produce original content. The platform aims to be the best space for online creators, ensuring that those who invest time and creativity into their posts get the recognition they deserve. 

Key Change: Direct Replace

One of the standout features of this update is the “direct replace” mechanism. When Instagram recommends content—that is, when it shows a photo or video to someone who doesn’t follow the creator—the platform will now actively seek out the original piece of content. If an original version exists, it will be prioritized over aggregated or reshared content. This means that the original creator’s work will be highlighted, rather than a repost from an aggregator.

This initiative aims to:

  • Boost Original Creators: Increase the visibility and reach of authentic content creators.
  • Reduce Repost Visibility: Diminish the presence of aggregated content that doesn’t add value or credit to the original creator.


Impact on Aggregators

Aggregators, or users who collect and repost other people’s content without adding their unique touch, will face significant changes. Instagram will start to minimize the recommendation of aggregated content, focusing instead on original posts.

Recommendations for Aggregators:

  • Add Value: If you continue to share content from other creators, find ways to make it your own. Add your perspective, commentary, or unique spin to the content.
  • Collaborate: Engage in collaborations with original creators. This not only provides credit where it’s due but also enriches your content and builds stronger community ties.


Timeline and Implementation

These changes won’t be immediate. Instagram plans to roll out these updates at the beginning of the summer, giving creators and aggregators time to adjust their strategies.

Preparing for the Change

  • For creators, this update is excellent news. Here are some tips to maximize the benefits:
  • Focus on Quality: Continue producing high-quality, original content.
  • Engage Your Audience: Foster a community around your unique voice and style.
  • Leverage Tools: Use Instagram’s various features like Stories, Reels, and IGTV to diversify your content.


For aggregators, this change means adapting to maintain visibility:

  • Be Creative: Enhance the content you share with original commentary, design, or added context.
  • Credit Creators: Always acknowledge the original creators to foster goodwill and possibly future collaborations.
  • Build Relationships: Develop partnerships with creators to share content in a way that benefits both parties.

The Future of Content Marketing is Personal

Content marketing is shifting towards personalization, especially for direct sellers. Simply resharing corporate content is no longer effective. Instead, finding ways to personalize corporate-branded content is crucial. This new algorithm update, which prioritizes original content, highlights this trend. 

Multibrain’s platform offers the perfect solution. Our tools enable direct sellers to customize corporate content with ease, ensuring it resonates personally with their audience. 

Key Features of Multibrain’s Platform:

  • Customizable Templates: Personalize corporate content with unique colors, messages, and media.
  • Easy Editing Tools: Quickly add personal text, images, frames, and stickers.
  • Consistent Branding: Maintain brand integrity while adding a personal touch.
  • Seamless Integration: Effortlessly share personalized content across social media channels.



  • Enhanced Engagement: Personalized content connects better with audiences, boosting engagement.
  • Increased Reach: Original posts are more likely to be recommended, expanding your audience.
  • Stronger Connections: Personalization fosters trust and loyalty with your audience.


Instagram’s update underscores its commitment to nurturing original content and supporting creators who invest time and effort into their work. While this may pose challenges for aggregators, it also opens new avenues for creativity and collaboration. By adapting to these changes, both creators and aggregators can continue to thrive on the platform.

Stay tuned for more updates and start planning your content strategy to align with Instagram’s evolving landscape by subscribing to Multibrain’s FREE weekly newsletter. This proactive approach will ensure you remain ahead of the curve and continue to grow your presence on the platform.

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