Summary
Instagram is overhauling its recommendation algorithm for Reels to boost "original content" The company is also changing the way it ranks Reels in an attempt to give smaller accounts more distribution. The change will roll out “over the coming months” so it could still be some time before creators see the effects.
Instagram previously updated its algorithm in 2022 in order to prioritize original content. Mosseri said at the time that he didn't want the app to “overvalue aggregators” though he acknowledged it was difficult to know “for sure” when a piece of content was original.
