Instagram’s latest guide for creators makes one thing clear: the platform wants people to stop posting recycled TikToks on wheels. Today, Instagram says they are making changes to the algorithm and how it recommends wheels to users. In addition, it issues the new best practices on the @creators account to give Instagram users tips on how to create content that is likely to be seen and marketed.
The team now recommends that Reels users post vertical videos that use music found in Instagram’s library or sounds they find on Reels. They also suggest “starting a trend” that others can participate in, such as dance vans, as well as “entertaining”
“We build on what we’ve learned from Explore to recommend fun and entertaining videos in places like the Reels tab, and customize the experience,” spokeswoman Devi Narasimhan said in an email to The Verge. “We’re getting better at using ranking signals to help us predict whether people will find a wheel entertaining and whether we should recommend it.”
Narasimhan says that user surveys from Instagram showed that people have a “less satisfying” wheel experience when content is recycled from other apps or is unclear, so it will begin to emphasize the content of the recommendation software. This makes it less likely to be detected by people who do not follow the person who posted it.
It is no surprise that these recommendations come six months after Reels was launched in the United States. The platform may have been fine with people initially taking TikToks to Instagram, but since it seems to be a popular destination alone, Instagram needs to make sure that Reels is not just an advertisement for TikTok, or worse, a place where people just dump the content they have already created. This could mean more work for creators, who may need to move some of their efforts to the wheel, instead of focusing on one platform and then distributing the content everywhere else.