Instagram updates algorithm to favor small creators, original content

Meta-owned Instagram is making changes in the coming weeks designed to give creators of all popularities more equal reach.

Key changes:

• new rankings that will give smaller creators more distribution
• replace reposts with original content in Instagram’s recommendations,
• add labels to all reposted content
• remove content aggregators from recommendations

The changes will be welcome news to creators who have long said that Instagram favors accounts with massive followings and aggregators who repost content rather than create their own.

Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, President of the Skyline Artists Agency, and a Berklee College Of Music professor.