AGS NEWS – Instagram is undergoing significant changes to its recommendations algorithms, with a strategic shift analysts believe is aimed at seizing upon TikTok’s current challenges.

The alterations primarily target its Reels feature, emphasizing original content and ensuring equitable exposure for all creators.

This initiative from the Meta-owned platform appears to be a strategic response to TikTok’s potential uncertainties, particularly in the face of looming regulatory actions in the United States.

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By prioritizing original content and diversifying recommendations, Instagram seeks to replicate the factors driving TikTok’s global success.

The platform’s previous recommendation system tended to favor accounts with larger followings and content aggregators, who reposted a multitude of creators’ content.

However, Instagram acknowledges this skewed approach and aims to rectify it by prioritizing original creators and content diversity.

Jasmine Enberg, principal social media analyst at eMarketer, highlights Instagram’s intent to challenge TikTok’s dominance in creator engagement.

She pointed out TikTok’s personalized algorithm and its role in promoting content from both established and emerging creators.

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Meta’s move is not without skepticism, especially among smaller creators who have faced challenges navigating Instagram’s evolving landscape.

Many view these changes as a belated response to longstanding frustrations with the platform’s algorithmic unpredictability.

Katy Cowan, founder of Creative Boom, expresses concerns that these adjustments might arrive too late for disillusioned creators who have witnessed repeated shifts in Instagram’s approach.

Travis Meadors, a filmmaker, echoes these sentiments, lamenting the platform’s inconsistency and stifled growth opportunities.

Instagram’s forthcoming alterations will exclude aggregator accounts from recommendation areas, such as Explore or Reels feeds, if they consistently repost content without substantial modification.

It will prioritize original creators by replacing duplicates with the original content in recommendations.

These changes aim to credit creators appropriately and encourage the production of original content. Instagram will also implement labels attributing original creators on reposted content to ensure proper acknowledgment.

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Meta’s initiative to revamp Instagram mirrors similar endeavors by other social media platforms like Twitch, which recently launched a TikTok-inspired short video feed.

However, whether these adjustments align with creators’ and users’ preferences remains uncertain.

Amidst these platform changes, some creators are exploring alternative avenues for audience engagement, such as LinkedIn, or even a return to traditional marketing methods like in-person events and meet-ups.