Original vs. Reposted Content: Which Reels the Algorithm Rewards

Original, native Reels get preferential treatment: Instagram's ranking changes now favor truly original — or materially enhanced — Reels over reposted/aggregated videos, and when the system detects near-identical reposts it will replace the repost in recommendations with the original creator’s Reel and add a label linking to that original.

Context and key details

• What Instagram says it does: When the system finds two or more identical pieces of content, Instagram will recommend the original one and replace the repost in recommendation surfaces (e.g., Reels Explore/recommended slots) — this applies when the original is relatively new and the match is confident based on audio and visual signals.
• Labels and credits: Reposted content shown elsewhere will receive a label linking to the original creator so viewers can find the source; the label can be removed from a post via the three‑dot menu for now.
• Aggregators and repeat reproducers: Accounts that repeatedly post unoriginal content (serial aggregators) risk being removed from recommendations; Instagram’s guidance distinguishes accounts that enhance or remix content (which can remain eligible) from those that only repost without adding material value.
• Smaller creators boosted: The update also adds a ranking input to give smaller creators more initial distribution (showing their Reels to a small relevant audience and scaling hits outward) so original creators have a clearer path to reach new viewers.

What counts as “original” vs “reposted”

• Original: content you created (video + audio) or content you materially enhanced (remix, creative edits) so it’s not a near-identical copy.
• Reposted/unoriginal: near-identical copies of someone else’s photo/video where the poster didn’t materially participate in creating or enhancing the piece; these are the primary targets for reduced recommendation distribution.

Practical takeaways for creators

• Post native Reels (original camera/audio) where possible — they’re more likely to be recommended than reposts.
• If you must reshare, add material enhancement (creative edits, additional original audio, remix-style edits) so the post is less likely to be classified as a plain repost.
• Keep native proof and timestamps (original uploads, unwatermarked assets) to help the platform identify you as the original creator if disputes arise.
• Avoid serial reposting without permission; repeated reposting of unoriginal content can make an account ineligible for recommendations for a period (reports say ineligible accounts can regain eligibility after a window with no reposts) .

Notes on limits and rollout

• Instagram’s replacements and aggregator removal features were announced for rollout over months and apply primarily to recommendation surfaces (Explore/recommended Reels) rather than deleting reposts from feeds entirely.
• The system depends on automated audio/visual matching and heuristics about “originality”; edge cases and false positives are possible, and Instagram allows some manual label removal and appeals behaviors for now.

Sources

• Instagram creators blog (official announcement) on recommendations and originality.
• Reporting on the Reels update and aggregator policy from Hypebeast and industry blogs summarising the changes.

If you want, I can:

• Review a short checklist tailored to your posting habits (creator, brand, aggregator) so you can maximise reach under the new rules.
• Evaluate two example Reels (describe them or paste short captions) and tell you how to make them count as “original” to the algorithm.