Instagram, Adam Mosseri

New Instagram Reels Algorithm Boosts Visibility of Authentic Creator Content

When Instagram launched Reels in 2020, the app was angling to compete with TikTok in the short-form video space. However, the platform didn’t anticipate the vast proliferation of aggregated content. As larger accounts and meme pages started reposting videos, original creators were missing out on credit, followers, and potential compensation for their work


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A post shared by Adam Mosseri (@mosseri)

Instagram’s Algorithm Overhaul to Combat Aggregators

To address this issue, Instagram is overhauling its algorithm for Reels. CEO Adam Mosseri announced the changes in an explainer video, detailing how the new system will prioritise original content.

How the New Reels Algorithm Works

The algorithm now focuses on identifying and promoting truly unique and creative videos. It evaluates factors like the audio track used, video editing techniques, and whether the content is recycled from other platforms to determine if a Reel is considered “original”. Additionally, the algorithm takes user engagement into account, with likes, comments, and shares playing a crucial role in a Reel’s visibility. The platform also analyses user behaviour and preferences to deliver personalised, relevant content.

Implications for Content Creators

This shift towards originality presents both challenges and opportunities for content creators. They must now focus on crafting unique, engaging Reels that capture the attention of viewers. Storytelling, creativity, and a strong personal brand will be key to standing out in the feed.

Creators who consistently produce high-quality, original content are more likely to be discovered and gain a loyal following. The algorithm update encourages them to dive deeper into their niche and showcase their expertise in a way that sets them apart.

Strategies for Brands and Marketers

Brands and marketers must also adapt their Instagram strategies to the new algorithm. Instead of simply promoting products or services, they should focus on creating entertaining and unique content that aligns with their brand identity. Collaborating with creators who excel at producing original content can also be a valuable approach. By embracing the shift towards originality, brands can foster more meaningful connections with their target audience and differentiate themselves in the competitive digital landscape.

The Future of Instagram Reels

Looking ahead, the algorithm update suggests a clear direction for Instagram’s content strategy. The platform is likely to continue prioritising original content across all its features, potentially integrating more augmented reality (AR) elements and collaborating with emerging artists to showcase innovative visual narratives1.

Adapting to the Changes

To navigate these changes effectively, content creators, brands, and marketers should focus on strategies like:

  • Experimenting with unique video editing techniques and audio tracks
  • Exploring different themes and narratives to tell compelling stories
  • Engaging with the Reels community and staying up-to-date with trends
  • Encouraging user-generated content and leveraging data analytics
  • Collaborating with creators who consistently produce original, captivating content

By adapting to Instagram’s emphasis on originality, creators and brands can thrive in the evolving landscape of social media and deliver engaging, authentic content to their audiences.

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