As the possibility of a TikTok ban looms in the United States, Instagram is seizing the opportunity to attract TikTok users by revamping its algorithm. The move comes amidst growing concerns over the fate of TikTok, which faces potential restrictions in the US.

Instagram's latest strategy involves prioritizing original creators in its Reel recommendations through algorithm adjustments. This change aims to level the playing field for all creators on the platform, offering equal opportunities to promote their content.

Experts note that Instagram is essentially mirroring the appeal that made TikTok popular, especially its personalized algorithm and video recommendations on the For You page. By implementing these changes, Instagram hopes to entice TikTok creators and capitalize on the potential exodus if TikTok is banned.

Jasmine Enberg, chief social media analyst at EMarketer, observes Instagram's clear intention to court TikTok creators, given TikTok's reputation as a 'Platform of Choice' for viral content. However, some creators feel that Instagram's efforts may be too little, too late, as frustrations with the Reels feature have already soured user experiences.

In response to user feedback, Instagram announced plans to revise its content recommendation methods, particularly favoring original content creators over aggregator accounts. These changes will roll out in the coming months, aiming to remove fake videos and promote original content while providing proper attribution to creators.

Katie Cowan from the Manchester-based platform Creative Boom acknowledges that Instagram's current system has been frustrating for small creators. However, she believes that the platform's changes may come too late, given the existing user frustrations and discontent with Instagram's frequent alterations.

Instagram's new approach emphasizes crediting and distributing content to original creators, with notifications provided when content is reposted. Additionally, labels will be added to identify the original creators of videos, ensuring proper attribution.

While Instagram is not alone in emulating TikTok's algorithm, with Twitch also following suit, the effectiveness of these changes remains to be seen. Kate Cowan raises the question of whether these adjustments truly reflect the desires of creators and consumers alike, highlighting the uncertainty surrounding the evolving landscape of social media algorithms.