Instagram Is Updating its Ranking Algorithm to Put More Focus on Original Content – Social Media Today

This could cause some headaches for social media managers and content creators on Instagram, at least in the initial stages of implementation.
Today, Instagram chief Adam Mosseri has announced that Instagram is making update to the way that it ranks content, in order to put more focus on original work.
???? New Features ????

We’ve added new ways to tag and improved ranking:

– Product Tags
– Enhanced Tags
– Ranking for originality

Creators are so important to the future of Instagram, and we want to make sure that they are successful and get all the credit they deserve. pic.twitter.com/PP7Qa10oJr
As per Mosseri:
“If you create something from scratch, you should get more credit than if you are resharing something that you found from someone else. [As such] we’re going to do more to try and value original content more, particularly compared to reposted content.”
So what does that mean, exactly?
Does that mean that if you post content from other platforms that you’ll cop a reach penalty on IG?
Does that mean that if a bigger profile re-posts your original content, that you could be penalized as a result?
It’s kind of complex, and Mosseri didn’t seem entirely confident that Instagram would be able to get it right.
In response to various questions on Twitter, Mosseri explained that:
In essence, the aim is to reduce the dominance of aggregator sites, and give more credit to original creators. That, ideally, will see fewer content farms or re-posters dominating the Explore feed, while Instagram is also now pushing more recommended posts into your main feed also, and these too should be more original moving forward.
But the system is not perfect, and no doubt some accounts will suffer unjust penalties as a result. But again, Mosseri notes that Instagram will continue to evolve its detection processes over time to better determine where content comes from, and who posted the original, in order to help amplify the true creators, as opposed to letting bigger, farm accounts take all of the engagement.
It could have a big impact, considering the amount of aggregator accounts in the app, or it could be minimal. It’s hard to say right now, but the basic principle will be to continue posting original content to the app – and if you are re-posting, maybe it’s time to lessen your reliance on that content.
For brands, that could also have implications for UGC, and re-using customer posts and updates, if they’re also posting them on their own profiles. UGC can be a great social proof option, and a good way to engage with your community, and really, it will come down to measuring the impacts of the change versus the benefits of posting.
As always, it’s all about experimentation, and seeing how the update shifts the needle in the app over time.
– Andrew Hutchinson @
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