Karissa is a senior reporter at Engadget, covering Meta, Twitter, TikTok, Snap and all things social media. Her interests include tech policy, internet culture, and all the ways our online activities shape our IRL selves.
Instagram is overhauling its recommendation algorithm for Reels to boost “ original content ” in a move that will have significant implications for aggregator accounts and others that primarily repost other users’ work. The company is also changing the way it ranks Reels in an attempt to give smaller accounts more distribution in the app.
It’s unclear exactly how Instagram is tweaking its recommendations to make them"more equal,” but the company suggests that the algorithm will no longer prioritize accounts with more followers. “Eligible content … is shown to a small audience that we think will enjoy it, regardless of whether they follow the account that posted it or not,” the company says.
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