Instagram are redesigning how their algorithm presents content to give smaller creators and original content more of a boost in visibility.

The way to get seen on Instagram is to post good content and then hope the algorithm does its thing to spread you far and wide. However, users on both sides have been complaining for a while about the algorithm. Users claim they see the same posts and that content from pages they follow doesn’t show up.

In response, Instagram have announced a huge overhaul to their algorithm. Their plan is to change what content is shared to users and how in a bid to make it more engaging for users and to give better opportunities to creators of all sizes.

First up, Instagram will be replacing reposts of content with the original, adding a tag to the repost that links to the original content. Creators can choose to remove their tag on reposts of their own content. In a world of stolen content this goes some way to protecting creators’ content and boosting it from channels that make engagement from other people’s content. They will also begin removing content from serial reposters.

They will also be removing aggregators from users’ recommended content if they “repeatedly share unoriginal content that they didn’t enhance”. In both cases, page content will still be presented to followers. It will simply be recommended less to new users on feeds.

An Instagram chart showing how eligible content will be tested in small groups and then served to wider audiences if it performs well.

To boost new and smaller creators, Instagram is adjusting its Reels algorithm to something more like YouTube Shorts and TikTok‘s. New content will be presented to a small pool and if audiences engage well with it, the Reels will be shared further. It allows a spotlight on new creators and keeps feeds more interesting.

Being treated well by the algorithm is part of the chance in finding success on social media. Making good content is the first step, but being promoted to potential new audiences is crucial. It’s interesting that Instagram’s algorithm hasn’t worked the same as it does on other platforms up until now. Promoting new content to see its potential has been a huge part of TikTok’s success and variety of content and creators.

Head of Instagram explains the algorithm and how to grow your audience in 2023 (Video)

These changes are rolling out over the coming months, according to Instagram.

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