Instagram to crack down on reuploads

PH creators worry original posts may get caught in the system.

Instagram will soon penalize accounts reliant on reuploaded content, but creators are wary that their own original posts could accidentally be flagged under the new system. It’s a concern that also hits close to home for Filipino creators who rely on Instagram for content, income, and small business visibility.

The aggregator penalty

In a reel uploaded on April 30, Instagram head Adam Mosseri announced new rules for what he called “aggregators,” or accounts that reupload other creators’ content.

Accounts whose posts match other creators’ original content will not be recommended to non-followers. Mosseri said Instagram will be monitoring accounts’ Reels for the month of May to assess originality; then photos and carousel posts will be monitored in June.

Creators can check their settings to see if their account has been flagged by Instagram as not recommendable. Mosseri said accounts can submit appeals if they believe they have been wrongly flagged.

The Manila content anxiety

Creators, including Filipino influencers, photographers, and small online sellers who depend on organic reach, have voiced concern under Mosseri’s posts that their original content could potentially be flagged instead of copycats’, especially since the process may be largely handled by artificial intelligence.

Other creators have pointed out that Instagram already has similar policies in place but is still unable to effectively detect copycats and reuploads.

The development underscores the need for social media companies to address content theft, especially as the very creators who have built up these platforms become increasingly frustrated over alleged neglect.