Instagram · Original content
Build Reels around content you actually made.
Meta’s 2024 announcement described recommending an original instead of an identical repost in recommendation surfaces.
For: Creators making their own Reels
Availability: Existing guidance • Not a newly announced rule
Next step: Start from your own footage and explanation.
Scope
The announcement concerns recommendations in Explore, Reels and feed. Substantially transformed content was described as an exception to identical-repost replacement.
Editorial example
For a café Reel, show your own footage and explain the seating, menu and practical details you checked during your visit.
Put it to use
- Use original footage or material you created.
- Avoid simply reposting another account’s video.
- Include your own relevant experience and explanation.
This summarizes a 2024 announcement. Adding captions alone does not guarantee recognition as original content or recommendation.
Meta Newsroom · Read the source ↗Platform documentation and our editorial application advice are distinguished above. Availability may vary by country, device and account.