On the backdrop of uncertainties surrounding TikTok’s future, Instagram announces a significant algorithm overhaul aimed at enticing TikTok’s user base. 

The Meta-owned platform’s revamped recommendation system, especially on its short-form video service, ‘Reels’, will now prioritise original content, offering all creators a more equal opportunity for exposure.

Previously, Instagram’s algorithm favoured accounts with larger followings and content aggregators, sparking frustration among smaller creators.

“Accounts that repeatedly (10 or more times in the last 30 days) post content from other Instagram users that they didn’t create or enhance in a material way will not be shown in surfaces where we recommend content,” said Instagram in a release. 

“These accounts can become eligible for recommendations again after 30 days have passed since the last time they posted unoriginal content.”

Instagram will also start rewarding original content. First, if two identical pieces are posted, Instagram will only recommend the original one. Second, if Instagram notices a piece of reported content, it will apply a label liking to the original creator. 

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The announcement comes on the heels of the looming possibility of TikTok’s ban in the US, which would leave a substantial void for other social media apps to fill. 

Meanwhile, other social media platforms are also adapting to the evolving landscape. Twitch, owned by Amazon, recently introduced a TikTok-style short video feed called the “Discovery Feed,” aimed at helping users discover content quickly.

Despite these efforts, some creators are exploring alternative platforms, while others believe that traditional marketing approaches, such as in-person events, may hold the key to reaching audiences in the future.

As Instagram rolls out its algorithm changes in the coming months, the battle for TikTok’s user base intensifies, with platforms vying to capture the attention of creators and users amidst a rapidly evolving social media landscape.