Instagram's Original Content signal, explained
What the August 2025 policy update means for Reels creators and how to optimise for it.
Instagram updated its original content signal in August 2025. The signal boosts creators who make original content and downranks reposts and low-effort AI compositions. Here is the operating manual for Reels creators.
What original means here
Instagram's definition of original includes new captioning, new B-roll arrangement, new audio, and new visual treatment. A repost with a new caption does not qualify. A reshare with original commentary does.
Why the signal matters
Reach for original content increased 32% on average in the 60 days after the policy update. Reposts declined 41%. The delta is large enough that it is the single highest impact variable for a Reels-first creator.
How to operate
Vary captions per platform. Use original B-roll or licensed B-roll arranged uniquely. Avoid the same template across multiple Reels. Use the AI label field via Graph API when you use synthetic audio or video.