This Week in Social Media Marketing

Instagram Algorithm Starts Prioritizing Original Content

social media social media for creatives social media for entrepreneurs social media marketing May 02, 2022

What's Happening

Head of Instagram, Adam Mosseri, announced last week the algorithm is going to start prioritizing original content over reshared content.

“People expressing themselves is the heartbeat of Instagram... If you create something from scratch, you should get more credit than if you are resharing something that you found from someone else. We’re going to try to value original content more, particularly compared to reposted content.”


Use it for Your Business 

Unfortunately, Adam gave zero details on how this “ranking update” works.

If I had to wager a guess, I would put my money on two changes:


Uncredited resharing of posts and videos is a huge issue on all social platforms. With AI technology, it’s fairly easy to detect copies of content online. Hopefully, this means Instagram is cracking down on accounts that do this. Even if proper approval and credit is given, it may mean that the post is not shown to as many people by the algorithm.

Trending Audio

If you’re thinking, “but everything I post is original content,” there is one area this could affect your account: trending audio for Reels. Instagram may not rank your Reels with trending sounds as high as you’re used to seeing. This may even be the reason all of you are DMing me and asking: Why are my Reels views so low!?

My recommendation: Using trending audio is still a great way to get views from people who don’t currently follow you. Use trending audio but also post Reels with original audio, i.e. your voice.


Relevancy Rating 

Just because it's new doesn't mean it's worth your time: Is creating original content worth your time?

Yes!: I give it 5 out of 5 thumbs up.

Creating original content has always been the way to meaningful success on social media.

Social media is constantly changing. Sign up for This Week in Social Media Marketing to stay informed of the trends and decide whether it’s worth your time to try them.