Instagram is prioritising original creators again. Here’s what that means.

Instagram has introduced a ranking shift that’s easy to miss but meaningful for creatives: original content now gets preferential treatment in the feed. After years of rewarding repost accounts, remixes and meme pages, Instagram is finally swinging back toward creators who publish their own work.

According to Meta’s transparency updates, this change is designed to give more visibility to people actually making things rather than aggregating them. For photographers, artists, designers and makers, this is a welcome correction.

So what does this mean in practice?

Your original posts — whether images, videos or short reels — carry more weight than remixes or shared content. If your work has been overshadowed by larger repost pages in the past, this shift helps level the playing field. Instagram is directly signalling that it wants to champion creators rather than amplifiers.

But it does not mean posting constantly. You don’t have to chase trends or produce daily content to benefit. You simply need to publish work that is yours. Show your process. Share the small steps behind what you make. Talk about the craft rather than trying to impress the algorithm.

This change also fits a broader trend: platforms want authenticity again. Users prefer real people over recycled content. And Instagram needs to respond to that.

The role of Instagram remains the same — it’s an introduction, not a home. But this update makes it a slightly fairer introduction for the people who actually create the work the platform relies on.

Keep posting original, thoughtful work. That’s what the ranking system is now built to support.