Hey team,

Instagram have just announced that accounts who are deemed as ‘content aggregators’ will no longer have any of their content shown to non followers on the platform, essentially making it near impossible to grow their audience.

No reach on the reels tab, no reach on the explore feed, no suggested posts in people’s home feed.

Thats the absolute last thing you want as someone trying to grow an audience.

So what do Instagram deem as a content aggregator?

Head of Instagram Adam Mosseri said ‘We try to take a look at everything you post over a month and if most of what you posted is content from other accounts, we make it so that your accounts content is no longer recommended to people who do not follow you’

So if Instagram deem you as an aggregator, even your original content will not be pushed out to new people.

Now this has actually been happening for a while, but previously they only looked at your reels to determine if you are an aggregator or not, now they’re looking at your image posts & carousels too.

Overall, this is a good thing. Instagram are restricting the reach of people who do not create their own content, in favour of those who do. Although in reality, we have seen them do a pretty poor job of executing on these types of updates.

If you have been using other peoples content, now might be the time to learn how to create your own as you could be in for a significant drop in your reach & growth. You can figure out if your account is impacted by this update by going to settings, then account status to find out.

On the other hand, if you’ve been creating your own original content for a while, hopefully this update leads to an increase in your reach.

Hope this helps,
Josh

P.S - If you are a business owner wanting to predictably grow your audience on social media in 2026, we open up 3 spots each month to work one to one for 90 days to help you achieve exactly that. Reply to this email ([email protected]) if you’re interested in more details.

P.P.S - If you would like the original video of this announcement its on Adam Mosseri’s Instagram