What is Original content?
Original content, in Instagram’s vocabulary, is a post produced by the account that publishes it, as opposed to a repost or an aggregator that collects other people’s content. Since 2024 the network states that it prioritizes originals in recommendations, replaces the repost with the original when it identifies both and removes aggregators from distribution. For a brand, the rule is simple: produce your own photo, video and text, and adapt instead of copying when inspired. Watermarks from another network also hurt distribution.