Instagram is trying to capitalize on TikTok's woes, experts say.
Changes to its content suggestion system, particularly in Reels — its short-form video service — will prioritize original content.
Experts say the Meta-owned platform is trying to copy what has fueled TikTok's success - as its potential US ban looms.
But some in the creator community say the changes may come too late for users who have grown impatient with Instagram's approach to the Reels feature.
In a post, Instagram said it would "correct" its previous approach to recommending content, which favored accounts with larger followers and "aggregators" who repost a lot of other creators' content.
Changes will be made over the coming months.
TikTok's algorithm and the content it recommends has made the platform a good opportunity for small creators to "blow up" with their content, the BBC reported.
Promoting videos, regardless of who makes them, is what has helped TikTok become so popular – and that's what Meta is looking to replicate.
