More than Half of Instagram Reels Recommendations Are Original Posts
During Meta's Q2 earnings call, CFO Susan Li mentioned that over 50 percent of recommendations for Reels in the US are now from original posts. She noted that this shift results from increasing the share of original posts within recommendations, allowing users to discover the best of Instagram, including content from emerging creators.
Why It Matters: This is good news and a welcome update from Meta, especially after it announced algorithm changes in May to prioritize original creators.
While the previous percentage of original posts in recommendations is unknown, having most Reels content in recommendations coming from original posts is notable. Content aggregators often benefit from smaller creators by repurposing their content, so this shift represents a significant change. If Meta can increase the share of original posts in recommendations to 70-80% of recommendations eventually, it would be a real win.
