- Accounts that mostly post content they did not create, or did not meaningfully change, are no longer recommended to people who do not follow them.
- The rule now covers photos and carousels, not just Reels. Followers still see your posts.
- Adding a border, watermark or caption to someone else’s content does not make it original.
- Use Instagram’s repost and Story share features for other people’s content, and keep your grid for your own.
Scroll through Instagram accounts for Omani shops and service businesses and a pattern appears: supplier photos, screenshots of customer messages, the same viral Reel three other shops posted that week, a quote card found on Pinterest. That used to be harmless filler. In 2026, it can quietly remove your account from Explore and Reels recommendations.
01What the rule says
On 30 April 2026, Instagram head Adam Mosseri announced that accounts mainly sharing content they did not create, or did not meaningfully transform, would lose eligibility to be recommended to people who do not follow them. A rule that had applied to Reels was extended to photos and carousels.12
An example feed: six of nine posts are original or transformed, so this account stays recommendable.
Two details matter. First, followers are not affected: your existing audience still sees reposts. The cost is growth, because new people find accounts mainly through recommendations. Second, Instagram’s Account Status page in Settings shows whether your account is currently eligible to be recommended.3
02What counts as original
Supplier or stock photos as they are, other accounts’ Reels re-uploaded, memes and quote cards, screenshots, someone else’s video with your logo or a border added.
Customer photos with permission, a trend audio over your own footage, a carousel mixing your photos with sourced ones. Make your contribution obvious.
Your own photos and videos, your team on camera, behind the scenes, how-to content, your commentary or reaction that adds something new to someone else’s clip.
Mosseri’s line is “meaningfully transform”. A reaction with real commentary, a remake of a trend using your product or a stitched explanation adds something. A watermark does not.2
03The Oman brand problem
Supplier photos
Many shops in Oman post the same manufacturer photos as every other reseller. Shoot your own: a phone, daylight and your shop in the background are enough.
Screenshot testimonials
WhatsApp screenshots of happy customers are not original content. A 20-second video of the customer, or of you explaining the result, is.
Reposted creator videos
Share creators’ visits through Instagram’s repost or collaboration features instead of re-uploading them to your grid.
Trend chasing
Re-uploading a trending Reel is now risky. Remake it with your product and your people. See trendjacking for Oman brands.
How original is your feed?
Count your grid posts from the last 30 days (Reels, photos and carousels; not Stories) and sort them into three groups.
Runs in your browser; nothing is saved. Instagram has not published an exact threshold; “mostly” is treated here as more than half, with 70% as a comfortable target. Check Account Status in the app for your real status.
04New tools that help
Instagram has also been adding tools that make original content easier, and help brands show what they do with creators:4
| Update | Why it helps |
|---|---|
| Carousel editor in Edits (7 Oct) | Build original carousels faster, from your own photos and clips. |
| “First Draft” and “Replace Audio” | Edits makes a first cut of your raw footage and lets you swap music on existing posts. |
| Tagged posts on your grid | Add posts you were tagged in to your profile, so creator collaborations count without re-uploading. |
| Grid reordering | Sequence your profile with intent: put your best original work first. |
| Creator Marketing Hub | Wider access to find and contact creators for partnerships. |
| “Your Algorithm” in the main feed (July) | People can tune topics they see, which rewards accounts with a clear focus. |
For an approach to briefs and creator deals, see the influencer marketing guide, and for the wider plan, Instagram strategies for 2026.
Common questions
Does Instagram penalise reposting in 2026?
Since 30 April 2026, accounts that mostly post content they did not create, or did not meaningfully transform, are no longer recommended to people who do not follow them. This now applies to photos and carousels as well as Reels. Followers still see the posts.
Does adding my logo make a repost original?
No. Borders, watermarks or captions added to someone else’s content are not treated as meaningful transformation. Commentary, reactions or remakes with your own footage are.
How do I know if my account is affected?
Open Settings and check Account Status, which shows whether your account is eligible to be recommended. Then review your last 30 days of posts and shift towards original content.
Can I still share customer and creator content?
Yes. Use Instagram’s repost, Story share and collaboration features, or add tagged posts to your grid, rather than downloading and re-uploading the content as your own post.
Method & sources
Checked October 23, 2026. Instagram has not published an exact numeric threshold; the 30-day window is from a single report and labelled as such.
- PetaPixel, “New Instagram policies target reposted content”, 30 April 2026. petapixel.com
- Tubefilter, “Instagram has a new penalty for unoriginal content aggregators: no recommendations”, 30 April 2026. tubefilter.com
- Planoly, “Instagram updates its original content policy”, and Coruzant, “Instagram just made reposting unrecommendable”. planoly.com · coruzant.com
- SocialBee, “Instagram updates, news and features” (19 October 2026), and Gain, “Social media updates you must know in 2026 (October edition)”. socialbee.com · gainapp.com