Instagram says it doesn't want your tweet round ups

Meta is intensifying its efforts to combat the proliferation of unoriginal content across its platforms, implementing new policies that could significantly impact how users share and discover content on Instagram.

Starting in 2024, Meta began systematically addressing what it classifies as "unoriginal" content through a series of policy updates. The company initially targeted reposted Reels and repetitive video content, preventing such material from appearing in recommendation feeds and the Explore tab. This approach ensured that original creators received proper attribution and distribution for their work. Meta subsequently extended similar restrictions to Facebook, where accounts posting unoriginal content face potential monetization penalties.

Instagram has now broadened these policies to encompass photos and carousel posts, creating implications for a substantial number of accounts across the platform. Under the updated guidelines, content must be "wholly created or reflects [their] unique perspective" to qualify for algorithmic recommendations. This includes photos or videos personally captured by users, content they designed themselves, or third-party material that has been substantially edited or transformed.

The policy expansion directly targets aggregator accounts that frequently compile and share viral tweets, TikTok screenshots, or other platform content without adding meaningful commentary or creative input. These accounts, which have traditionally operated by curating popular content from across social media platforms, may find their reach significantly diminished under the new framework.

This shift represents Meta's broader strategy to prioritize authentic, original content while addressing the widespread issue of content recycling that has become endemic across social media platforms. The move aligns with the company's stated commitment to supporting original creators while challenging the business models of accounts that rely primarily on reposting existing material.