60 Percent of Instagram Reels Recommendations in the US Are Original Posts

Meta/ Q3 2024 Earnings Call

Out of the Instagram Reels recommended to users in the US, 60% come from original posts, as revealed by Meta in its Q3 2024 Earnings Call. In the previous quarter, Meta reported that over 50% of recommendations in the US were original posts.

Helping Smaller, Original Content Creators

This slight increase suggests that Meta is advancing its efforts to help more smaller, original content creators get discovered. Last spring, it announced changes to its ranking system to prioritize original content from small creators and introduced new features to surface more original content in recommendations, as opposed to reposted content from larger or aggregator accounts.

Meta is Making Efforts Despite Recent Backlash

Recently, Instagram has faced some backlash from creators after Adam Mosseri revealed that the platform adjusts the quality of a post based on its performance. This sparked frustration among several creators, who questioned whether the practice contradicts Instagram’s efforts to support smaller creators.

In response, the platform is reportedly exploring ways to inform creators when the quality of their posts has been adjusted, which could be helpful. Despite the controversy, this increase in original Reels being recommended to US users indicates that Instagram is indeed taking action — even if it’s not perfect.