Instagram CEO Adam Mosseri has stated that the platform is working to prioritize the visibility of original content on Reels over aggregator accounts that simply “remix” or copy the same videos. This initiative is part of Instagram’s broader effort to promote original content.
Mosseri’s comments came in response to a post by user @yantastic on Threads, which highlighted an Instagram notification indicating the app was recommending an original video rather than duplicated content. Mosseri explained that aggregator accounts often receive more reach than the original creators, so Instagram is now trying to identify and promote the original posts when recommending content.
Despite Instagram’s efforts to distinguish original content, issues still arise where reposted videos using the Remix function or simple copies of original posts can go viral, sometimes surpassing authentic content’s reach. Instagram has added watermarks to videos posted on Reels to help address this issue, but challenges remain in ensuring original creators receive the recognition and reach they deserve.
Instagram now prioritizes views
With the shift towards prioritizing original content on Reels, it’s important to note that Instagram has also started emphasizing views as the primary metric on the platform. This change means that views now take precedence overreach and interactions when evaluating the success of a post.
Interestingly, this focus on views isn’t limited to videos alone. Instagram has extended this metric to include Feed posts covering static photos and carousels, which can now feature up to 20 items. This shift reflects Instagram’s evolving strategy to measure and promote content engagement more effectively across different types of posts.
