Meta is tightening Instagram’s recommendation engine to favor original content over reposts. The update targets photo and carousel posts that lack substantial edits. Accounts that simply reshare others’ images risk having their reach throttled and falling off new audience recommendations for creators trying to grow visibility.

This follows a 2024 tweak that already penalized Reels recycling, leaving photo and carousel users untouched. Meta warns that low‑effort edits like watermarks or credits won’t qualify as original. Meme, fan, and commentary pages—often built on shared culture—may feel the squeeze and face new rule restrictions today as users adjust.

The policy complicates accounts that curate memes or trend content, especially when the original creator is unclear. Meta suggests adding unique edits, narration, or graphics to cross the originality threshold. Creators can check their status via Instagram’s feature and appeal if they believe throttling was mistaken in the day to.

For brands and influencers, the shift means investing in fresh visual storytelling rather than curating. Those relying on reposts may see audience growth stall or reverse. Instagram’s goal: elevate high‑quality, creator‑driven content and reduce the influence of aggregator accounts that dilute platform value for users who seek authentic engagement today.