Instagram is moving away from repost content

Something that doesn’t get talked about enough: Instagram has been quietly reducing the reach of unoriginal content.

Adam Mosseri mentioned that posts which are reposted or don’t add new value are less likely to be recommended. And this isn’t just about Reels anymore — it applies to photos and carousels too.

So if your strategy has been reposting memes, screenshots, or curated content, it’s getting harder to grow that way.

The shift is pretty simple: Instagram wants content that feels original and tied to the creator posting it. Your perspective matters more than just the content itself.

What’s been working better is using competitors for inspiration instead of copying. Looking at what performs well, understanding why it works, and then creating your own version of that idea.

That way you’re still leveraging proven concepts, but the execution is actually yours.

I’ve personally been using a free Chrome extension called Statly to break down other accounts and come up with ideas faster, instead of guessing or reposting.

Would be interesting to hear if others have noticed this change in their reach or strategy.