Starting May 2026, Instagram will implement changes to its recommendation algorithm aimed at promoting original content. Accounts that predominantly share photos or carousel posts without significant edits may experience reduced visibility in recommendations, according to a statement from Meta.
The company is targeting “aggregator” accounts that primarily share content from others without substantial alteration. This initiative follows a similar update in 2024 that focused on penalizing the sharing of Reels without original input. Meta's new guidelines emphasize the need for unique edits or additional elements, warning that minimal changes, such as watermarks, will not suffice for compliance.
While these adjustments are intended to enhance content quality, they may pose challenges for meme and fan accounts that often rely on existing material. Meta has encouraged users to contribute original edits or commentary to align with the new standards. Creators can monitor their account status to see if their reach has been affected and have the option to appeal decisions they believe are erroneous.