We already covered Facebook and Instagram ads. Here is what changed in 2026 for your free posts, the ones you don't pay for.
Likes aren't enough anymore
For a long time, people mostly watched their likes. Instagram has now explained that other actions weigh more when it decides whether to show a post to more people: shares, especially when someone sends it to a friend in a private message, and saves (when someone keeps your post to look at again).
That makes sense. A like costs nothing, people give it in passing. When someone saves or shares your post, they found it useful enough to come back to it or show it to someone close.
Reposting other people's content can make you invisible
Since 30 April 2026, Instagram has applied a clear rule. An account that reposts at least ten pieces of content that aren't its own within thirty days can be removed from recommendations: no more Explore, no more Reels tab, no more suggestions to people who don't follow you yet. Your followers still see your posts, but you stop reaching new people.
Instagram also spots slightly edited copies, and videos that still carry another app's logo, such as TikTok's. The rule works on a rolling thirty days: if you stop reposting, your account can come back into recommendations.
What about Facebook?
Facebook announced similar rules in March 2026. A copied post, or one that is barely changed, gets shown less in the feed and in Reels. An account that mostly posts this kind of content may stop being recommended at all.
For a shop that often reposts its suppliers' photos or posts found elsewhere, this is a real change. What used to be a handy shortcut can now cut off your reach.
What Instagram calls "original content"
According to Instagram, about 75% of recommendations in the United States now come from content it judges "original." Its definition is simple: either you made the content yourself, or you took existing content and really transformed it. Adding a filter or putting your logo in a corner doesn't count.
A photo taken in your shop, with a caption that says something true, counts as original. The same photo taken from a supplier's account and reposted as it is doesn't.
What this changes for a small business in Algeria
Many shops post the manufacturer's or supplier's photos to show their products. It's quick, and the photos already look good. That is exactly what these new rules penalize.
The fix doesn't need a photo studio. A real photo taken on your phone, in your shop, with a useful caption (the price, whether it's in stock, delivery to your wilaya, why you like the product) counts as original content. Your account then stays visible to new customers.
Small accounts are affected too
These rules aren't only aimed at influencers or big brands. They apply to every account, whatever its size. A shop that posts rarely, but with its own photos, keeps all its chances. A shop that posts a lot by reposting everything can lose its reach, even with more posts.
What you can do this week
- Take your own photos and videos, even simple ones, instead of using the supplier's.
- If you share someone else's content, add something to it: your opinion, a tip, information that helps your customers.
- Write a real caption every time, not just the product name.
- Look at which posts people save or share, and make more in the same style.
How SimplerWebs can help
- Digital marketing: we help you build a Facebook and Instagram presence that follows these new rules.
- A website of your own: a place that belongs to you and doesn't depend on a social network's latest change.
- Reputation management: so what people read about you online stays accurate and up to date.
In short
In 2026, Instagram and Facebook push original content, and shares and saves count for more than likes. Accounts that repost a lot lose their place in recommendations. For a small shop, that's an opening: your own simple, real photos can now get ahead of recycled content.
Not sure whether your account is affected? We can look at it with you.
Frequently asked questions
What matters most on Instagram and Facebook now?
Original content, and the actions that show a post is useful: shares, especially by private message, and saves. They count for more than likes when deciding who sees your post.
What happens if I repost too much content that isn't mine?
On Instagram, since 30 April 2026, an account that reposts at least ten outside pieces of content within thirty days can be removed from recommendations: Explore, Reels and suggestions. Your followers still see you, but new people don't.
Is sharing a supplier's content forbidden?
No, it isn't forbidden. But a post reused as it is doesn't count as original. Add your own photo, a real tip or a real change.
Does this affect Facebook too, or just Instagram?
Both. In March 2026, Facebook announced similar rules for its feed and Reels: copied content is shown less, and an account that mostly posts it may stop being recommended.
Should I stop posting if I don't have much original content?
No. Post less often, but with your own photos and your own words. That works better than posting a lot of other people's content.