Instagram shares love for true originals

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The Future. After getting hit with many complaints, Instagram’s algorithmic ranking system is changing to surface more content from smaller, original creators instead of mostly big influencers or popular aggregation profiles. While the change is only applicable to Reels for now, expect a wider rollout across Instagram in the near future… which could totally flip the influencer ecosystem.

The new “For You”
Instagram is changing its algorithm to give creators a higher chance of going viral on Reels.

  • The change will push more original content in recommendations than reposted content.
  • Reposted content will now have a removable label that links back to the original creator and will also get replaced from recommendations in favor of the original if the algorithm finds it.
  • Content from aggregators — like fuckjerry and shitheadsteve — will now not show up in recommendations at all.

Under the new system, Reels will recommend content to a small audience that may like it. The most popular posts with that group will expand to a wider audience… and so on and so forth. The point, according to TechCrunch, is that the changes will “give all creators an equal chance of finding audiences.” In other words, your follower count matters even less now.

The change to recommendations feels like Instagram trying to craft its own version of TikTok’s popular “For You” page… setting the stage for Reels to take the spotlight if TikTok is banned in the US.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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