Instagram head Adam Mosseri announced today that the company is going to tweak its ranking algorithm to emphasize original content more on its platform. Following the announcement, a spokesperson for social media giant told Instagram in an email that Instagram is making changes to its ranking algorithm to prioritize distribution of original content, rather than reposted content, in places like the Reels tab and the feed.

“This is specifically aimed at the idea of ​​originality,” Mosseri . said in a video shared on his social media channels on Wednesday. “If you make something from scratch, you should get more credit than if you re-share something you found from someone else. We’re going to do more to appreciate original content more, especially compared to reposted content.”

Instagram has worked out that the platform will now be less likely to recommend reposts from Reels that are already in the app. The company is also less likely to recommend accounts that collect and re-share other users’ content. Instagram notes that as it recommends more content on the app, it believes it’s important that credit, distribution, growth and monetization go to the original creator.

In response to a tweet from social media advisor Matt Navarra, Mosseri noted that Instagram is already working to emphasize original content, but it is leaning more in this direction and will continue to do so.

“As we rely more on recommendations, it becomes increasingly important not to overestimate aggregators, because that would be bad for creators and therefore bad for Instagram in the long run,” Mosseri said in a tweet.

Instagram is inundated with popular meme accounts reposting other users’ roles, often receiving tons of engagement and millions of views. The new change means that these accounts may no longer have the same reach they currently have as the platform instead works to bolster the original creator.

In addition to the announcement about prioritizing original content, Mosseri also mentioned two recent launches: product tagging and improved tagging. Earlier this week, Instagram announced that product tagging, previously available only to creators and brands, is now available to all US users with public accounts. Now all US users can tag products from companies set up for Instagram Shopping. The company says the expansion will make it easier for people to discover products from people they follow and for companies to increase their audience on the platform.

As for the improved tags, Instagram launched them earlier this month. They are intended to make it easier for creators to gain recognition for their work. Instagram says the improved tags will allow users to share and view a creator’s specific contribution to a photo or video post. The creator’s self-proclaimed profile category, specifying their role, is displayed in the tag. These new tags allow creators to tag other creatives in their posts to give them more exposure for their work.