Meta announced stricter policies to limit the spread of non-original content on Instagram. Starting in 2024, the company began reducing the visibility of duplicate or reposted content, such as re-uploaded Reels or duplicate clips, so these posts wouldn't appear in recommendations or the Explore tab. Later, similar rules were implemented on Facebook, where non-original accounts could lose the ability to monetize their content.

Now, Instagram is expanding these rules to include multiple photos and posts (carousels), putting a new set of accounts under scrutiny. To be eligible to appear in recommendations, an account must post content that is entirely its own creation or reflects its unique perspective, such as photos or videos it has taken itself, or content it has designed or significantly edited. This means that accounts that simply post screenshots of tweets or TikTok videos without adding any value may see their reach reduced.

Even accounts that rely on compiling images from platforms like Pinterest may be affected by these new restrictions. If a user adds their own text or creative touch to a meme, the content may be considered original. However, simply posting a screenshot of a meme without its original context may be classified as unoriginal content. Users will still be able to see this content, but it won't be recommended to non-followers, which will likely result in a significant decrease in reach for accounts that rely on reposting.

Accounts can regain eligibility for recommendations if they post original content for a period of 30 consecutive days.

These efforts come at a time when viral spread methods are increasingly reliant on the repetition and dissemination of the same content across multiple accounts, particularly through a technique known as "clipping," where segments from podcasts or longer videos are cut and shared repeatedly. Many of these accounts generate revenue based on viewership, incentivizing them to replicate the same content in different formats.

For example, a trend of recurring videos on Instagram featuring a funny situation involving a content creator has recently emerged, where the same video is posted with only minor tweaks to the text or caption. This approach allows even small-time influencers to hire teams to produce content solely aimed at generating virality.

Meta confirmed that its assessment of content authenticity isn't solely based on the presence of similar content on Instagram, but also includes several factors, such as whether the account has added substantial modifications or genuine creative value. If an account posts content it didn't create or significantly modify, it will be considered unoriginal. The company recommends that creators add their own personal touch to any content they use from other sources to remain eligible for recommendations.

However, the reality remains that repeating the same clips contributes to increasing users' time on the platform, which serves Instagram's business goals, even with the tightening of rules on non-original content.