Instagram extends unoriginal content crackdown to photos and carousels
Meta's latest policy update targets static images and multi-image slides, aiming to prioritise wholly created content over simple re-uploads across the platform
Instagram has announced a significant expansion of its guidelines regarding unoriginal content, moving the crackdown from video-only restrictions to include static photos and carousels. Under the new rules, accounts that regularly share reposted material, such as tweet round-ups, photo dumps, or unedited screenshots, will no longer be eligible for algorithmic recommendations if they fail to add unique perspective or material edits.
While the content remains visible to existing followers, the platform states that reach to non-followers via the main feed or Explore tab is expected to plummet for those relying on aggregated material. Meta defines sharing content without meaningful creative value as unoriginal, regardless of the source platform, whether it originates from TikTok, podcasts, or live streams.
To regain eligibility for algorithmic distribution, affected accounts must post original content within a 30-day rolling window. The update explicitly targets aggregator accounts that curate viral tweets or screenshots without significant creative input, distinguishing between simple re-uploads and transformative works where third-party content is layered with new context.
Meta spokesperson Cullen Heaney confirmed that the assessment considers whether an account shares content it did not create or meaningfully edit. The company emphasises that creators wishing to use material from others must put their own spin on it and add real creative value to remain eligible for recommendations.
This policy shift addresses the prevalence of clipping economies, where accounts are paid to repost short segments of longer content with minimal modification to drive engagement. The move aims to prevent the circulation of low-effort content and ensure that original creators receive the credit and distribution they deserve, aligning with previous restrictions introduced in 2024 specifically for video content.
The change marks a notable tension between Meta's goals of funneling views to original makers and the wider social media landscape where feeds are often clogged with duplicative material. While the platform argues that this approach supports genuine creators, critics note that consuming such content still drives time spent on the site, which remains beneficial for the bottom line.
