Instagram isn’t what it used to be. What started as a simple platform for sharing retro-inspired photos with friends and family soon turned into a social media mega-app. You can, of course, still share photos, but the platform now offers almost everything from livestreams to short-form video feeds. In fact, for some users, Instagram algorithms have turned their feeds into bona fide meme machines, with low-effort videos, images and carousel posts dominating their experience while scrolling through the app. If you use Instagram, you may have a similar experience — especially if you have a fondness for quirky, niche, or otherwise alternative Internet humor.
Instagram is lax on notices
This is likely to change in the near future. As reported by TechCrunchInstagram is cracking down on “unconventional” content—or posts from creators that they didn’t create themselves. This includes single photo posts, as well as carousel posts. The idea here is to promote Instagram users who post original content, while limiting users who simply copy other people’s work and share it on their feed. Most of the low-quality images and videos you see on Instagram (and other social media platforms for that matter) are stolen from other creators, and reposted as if the uploader has any claim to that content. The carousel is particularly egregious, as it allows the same user to post multiple different images from different creators.
This does not mean that any user who reposts something they did not create themselves will be penalized. As long as the poster has made a meaningful change to that image or video, it should count as “original” content in Instagram’s book. Otherwise, there will be a whole host of content – memes or otherwise – that will be banned on the platform. However, this does not include “low-effort edits”, such as overlaying a watermark or adjusting the video speed. Getting approved here requires the user to make more significant changes to a portion of the content. As Instagram explains, “An original meme transforms another creator’s photo or video… When meme creators add humor, social commentary, cultural reference, or a relatable take on a photo or video by incorporating elements like unique text, creative editing, and voiceover, they are creating something original. The best meme creators take third-party content and make it their own by layering in a perspective, joke, or reference that wasn’t there before. It’s the kind of creativity we don’t reward. Want to continue doing.”
However, you probably won’t notice any change in the AI slope
As TechCrunch highlighted, Instagram has already enforced these rules on Reels, so this isn’t the first time the platform has attempted to enforce this policy. However, what I find interesting is that “AI slope” is not getting much attention at the moment. In fact, it appears that the meta is completely dependent on AI content until at least the end of 2025. I think as long as the AI content is “original” Meta has no problem with it populating on its platforms, including Instagram. It’s the opposite approach that YouTube is taking: While both platforms suffer from low-quality AI clips, YouTube is actually trying to prevent that type of AI content from spreading.
What do you think so far?
However, on Instagram, you may notice a reduction in the amount of frequent, low-effort meme posts flooding your feed, but you may also have to deal with the same number of weird AI videos that are spreading like wildfire. Of course, clear AI videos are obvious, but with advanced AI video models, it is sometimes difficult to distinguish new clips from reality. Be careful out there.
