Instagram’s algorithm has been updated again. According to Instagram Head Adam Mosseri, the app is changing the way it ranks content to “value original content more.”
Mosseri announced the shift in a video on Twitter, saying it was in line with Meta’s greater mission of empowering creators. “If you create something from scratch, you should get more credit than if you are reshaping something that you found from someone else,” he says. “We’re going to do more to try and value original content more particularly compared to reposted content.”
In further comments, he stated that while Instagram currently strives to favor original material, “it’s becoming increasingly important that [we] don’t overvalue aggregators.” It is unclear how successful or what influence this change will have. Mosseri stated that while the organization tries its best to “predict” if a given photo or video is authentic, they “can’t know for sure.”
Instagram has taken various efforts to encourage producers to submit original material on its platform first, rather than re-sharing footage from TikTok and other applications. However, the most recent change appears to be aimed at deterring accounts that merely gather and redistribute popular memes and other re-posted content.
It also shows how much the Instagram feed has evolved in the last year. The company has been gradually adding recommendations from accounts that users don’t follow to their feeds. Simultaneously, the company has had to deal with the reality that many creators have long been skeptical of how the app ranks content. Lawmakers have also criticized Instagram’s in-app recommendations, citing worries about teen mental health and other safety risks.
Those who loathe Instagram’s ranking feed now have an alternative: the company just reintroduced its chronological feed, but it is not activated by default.
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