Instagram recently announced a MAYOR update to its feed algorithm. 

What’s the buzz about? I thought I’d take a closer look and see how it will impact the future of influencer marketing and small creators.

We can expect:

⚙️ Fewer aggregators

⚙️ More original content

⚙️ A boost for smaller creators

This update, designed to support original and emerging creators, could revolutionise how content is consumed and valued on the platform.

But this update is not without risk.

Ready to learn more? Let’s roll.

Instagram’s decision to pull aggregator accounts from its recommendation features is the most noticeable change. But wait…

What is an aggregator account on Instagram?

It’s an account that pulls posts from other accounts using hasthags. It then displays these posts on its own account, getting the views and engagement rates.

Not really fair, is it?

Instagram will remove aggregated posts from recommendations if an account reposts content from others more than ten times in a month without significantly altering or enhancing it.

⚙️ In my opinion, this is a bold move that emphasises the value of original content. 

After 30 days, these accounts can regain their eligibility for recommendations, provided they adjust their posting habits. 

👉 Summary: We’ll deal with fewer aggregators on Instagram.

Perhaps the most exciting aspect of this update is the introduction of labels for reposted content. 

Instagram now aims to redirect users to the original creators rather than those reposting the content.

⚙️ I think this will significantly benefit creators who bring fresh and unique content to the platform.

Finally, they will get the recognition and traffic they deserve. 

This could dramatically alter the dynamics within Instagram, potentially decreasing the common practice of reposting viral content without adding value.

👉 Summary: Original creators will get more recognition. 

In a similar vein, Instagram will now prioritise original posts over reposts in its recommendations. 

How?

Only the original versions of content will be recommended unless the reposts are significantly edited, such as by adding new narratives or creative remixes. 

This adjustment means that creators posting unique and engaging content will likely see a boost in their content’s reach and engagement. 

⚙️ As an influencer marketing manager, I see this as a critical update that could encourage creativity and reduce repeated content clutter.

👉 Summary: Original content will get more recommendations. 

The fourth major element of this update is particularly important for smaller, newer creators. 

Instagram has recognised that its previous algorithms favoured large accounts and popular aggregators. 

Now, the platform aims to level the playing field by giving new and original content an initial boost to reach new audiences.

This change could be particularly impactful, as smaller creators often struggle to break through the noise on such a crowded platform.

👉 Summary: New and original creatoprs will recieve a boost!

It’s important to acknowledge that these changes could also bring some risks.

Instagram’s engagement levels might fluctuate as the algorithm shifts away from consistently highlighting the most engaging content in favour of promoting diversity and originality. 

However, I believe that this could be a major win for the platform’s creativity and diversity. 

If Instagram successfully implements these changes, it could lead to a richer, more varied content landscape that rewards creativity and originality.

Instagram’s latest update could reshape how we think about success on the platform.

By prioritising original content and giving smaller creators a fair shot, Instagram is not just adapting to the competitive social media environment but is also attempting to set a new standard for content value. 

This is a bold move, and it’s a step in the right direction for fostering a vibrant, creative community that celebrates and rewards originality.