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.

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.

Instagram announced upcoming changes to its ranking system aimed at providing smaller, original content creators with an equal playing field alongside creators who have larger followings, content aggregators, and accounts dedicated to reposting other creators' content.