Instagram announces an algorithm update in favor of creativity

This is a change everyone was waiting for. Instagram has just rolled out a major update to its recommendation algorithm. The goal? To make the platform fairer by favoring original content and giving small accounts a real shot at going viral. Here’s what’s changing and how to make the most of it!

For years, the rule on Instagram was simple (and sometimes frustrating): the more followers you had, the more reach you got. Big accounts and "aggregators" (those profiles that just repost other people’s content) dominated the feeds, leaving little room for emerging creators.

But that era is over. Instagram has decided to "give credit where credit is due".

1. The end of the "reposters’" reign

The biggest target of this update is, without a doubt, aggregator accounts. If an account posts content it did not create itself (without significant modification or real added value), the algorithm will now crack down:

• Replacement with the original: when Instagram detects two identical pieces of content, it will systematically push the original post in recommendations at the expense of the copy.
• Credit label: a label will be added to reposts to link directly back to the original creator.
• Penalty for repeat offenders: accounts that abuse reposting (massive posting of non-original content over a 30-day period) will simply be excluded from recommendations (Explore and Reels).

2. An equal chance for everyone (finally!)

This is the most exciting news for new creators. Instagram is now adopting a distribution system closer to TikTok’s:

• The audience test: instead of showing your post only to your followers, the algorithm will offer it to a small group of people likely to be interested, whether they follow you or not.
• Tiered expansion: if this first group engages positively (likes, shares, watch time), the content is shown to a larger group, and so on.
• Content over followers: from now on, an excellent video can get millions of views even if you have fewer than 1,000 followers.

3. What is "original content" in 2026?

To avoid being penalized, you need to understand what Instagram considers original. It’s not necessarily about reinventing the wheel, but about adding value. The following are considered original:

• Photos and videos you captured yourself.
• Third-party content that has been significantly modified: an original voice-over, a creative edit, an in-depth analysis or a parody.
• "Remixes" that add a reaction or extra information.

How to adapt your strategy?

To take advantage of this new algorithm, here are three essential tips:

1. Bet on authenticity: stop copying trends exactly. Add your personality, your voice and your expertise.
2. Nail the hook: since your content is tested on a small audience of non-followers, the first 3 seconds of your Reels are crucial to hold attention.
3. Check your status: use the "Account Status" option in your settings to check whether your posts are eligible for recommendations.

This update is a strong signal from Meta: Instagram wants to become a platform of creators again, not broadcasters. For small accounts, it’s an opportunity to perform through quality and originality. Over to you!