Social Media Today · October 1, 2026
YouTube announced an update to its Shorts algorithm in order to put more focus on original content. The update will provide more incentive for creators to keep posting, while also reducing the presence of aggregator a…
YouTube announced an update to its Shorts algorithm in order to put more focus on original content. The update will provide more incentive for creators to keep posting, while also reducing the presence of aggregator accounts.
As explained by YouTube: “To improve the Shorts experience for everyone, we’re updating our recommendation systems to further prioritize original content and reduce the reach of content re-uploaded from other creators without adding anything of your own. This update to our recommendation systems delivers a better experience for viewers while ensuring creators publishing original content have the best chance to grow and succeed.”
YouTube said the update aligns with the platform’s existing spam mitigation policy, which specifically says that creators should avoid reposting material from other videos “without adding anything of your own; such as original commentary, educational value, or unique editing.”
“Channels identified as primarily aggregating or re-uploading other creators’ videos without significant changes will likely see less distribution within the Shorts feed,” YouTube said. “If you use clips from another creator, make sure you’re adding real value through your own original commentary, unique edits, or storytelling.”
YouTube said that re-sharing and quoting posts is still a relevant format that can add to broader discussions and engagement.
But creators should focus on adding their own voice or bringing in a distinct point of view to the conversation instead of re-sharing other people’s work.
Instagram has been undertaking a similar push in order to maximize reach for original content creators and motivate them to keep sharing updates. In April, Instagram announced that it would stop recommending content from aggregator accounts within its discovery surfaces.
Instagram Chief Adam Mosseri recently said that the reach of original content in the app has increased significantly since implementing this change.
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For months, we’ve been tracking Elon Musk’s $44 billion deal with Twitter. Now that the deal is done, we watch as the Musk-Twitter era begins.
The key to maximizing a social media marketing strategy is to ground the approach in purpose.
Original source: Social Media Today
