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Instagram is overhauling its recommendations algorithms in what analysts say is an attempt to capitalise on TikTok’s woes.<\/b><\/p>\n
Changes to its system for suggesting content, particularly on Reels – its short-form video service – <\/b>will prioritise original content and “give all creators an equal chance of breaking through”.<\/p>\n
Experts say the Meta-owned platform is trying to copy what has driven the success of TikTok – as its potential ban in the US looms.<\/p>\n
But some in the creator community say the changes may come too late for users who have lost patience with Instagram’s approach to its Reels feature.<\/p>\n
In a blog post, Instagram said it would “correct” its previous approach to recommending content, which favoured accounts with larger followings and “aggregators” which repost lots of other creators’ content.<\/p>\n
The changes will be rolled out over the next few months.<\/p>\n
Jasmine Enberg, principal social media analyst at eMarketer, said it was clear what Instagram had in its sights.<\/p>\n
“The battle for TikTok creators is on,” she told the BBC.<\/p>\n
TikTok\u2019s highly-personalised algorithm and For You Page of recommended content has made it \u201cthe platform of choice\u201d for smaller, emerging creators keen to break through, she said. <\/p>\n
Being so adept at promoting viral videos, regardless of who makes them, is what has helped make TikTok so popular worldwide – and is what Meta is seeking to copy, especially with its rival’s future in doubt, in the US at least.<\/p>\n
“Instagram wants to become the go-to platform for those creators if TikTok were to be banned,” Ms Enberg explained.<\/p>\n
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