The success of TikTok means that content from the platform bleeds onto other platforms, most notably Instagram.

A quick scroll through Instagram’s Reels will reveal a bounty of recycled content from TikTok. Some of the content carries watermarks as users repost content from others in a bid to leverage monetisation.

Instagram is well aware of this and one of three new features introduced this week could help to slow down or prevent reposts from other platforms.

The change is to how Instagram ranks posts, particularly original posts.

“I know a lot of you are skeptical of ranking, but it really does help us make sure that Instagram is more valuable to each and every person who uses the platform. This one is specifically focused though on this idea of originality. If you create something from scratch you should get more credit than if you are resharing something that you found from someone else,” explained Instagram head Adam Mosseri.

“We’re going to do to try and value original content more, particularly compared to reposted content,” Mosseri added.

📣 New Features 📣

We’ve added new ways to tag and improved ranking:

– Product Tags
– Enhanced Tags
– Ranking for originality

Creators are so important to the future of Instagram, and we want to make sure that they are successful and get all the credit they deserve. pic.twitter.com/PP7Qa10oJr

— Adam Mosseri (@mosseri) April 20, 2022

Unfortunately Instagram doesn’t provide any sort of detail regarding how it will determine what is original content and what isn’t.

While we suspect that Instagram will check for watermarks this isn’t a foolproof solution so it will be interesting to see what solution the platform uses as well as how users get around these protections.

Make no mistake, users will try to get around these restrictions especially with Instagram offering creators a share of a fund should they bring in enough views.

The other features that are being added to Instagram include the ability to tag yourself as an artist, rapper or photographer which is great for creators. The platform is also adding the ability for all users to tag brands or products in their posts.