Every major platform has tightened up on reposted content since 2024. The message is the same everywhere: make it yours, or don't expect reach.
- Apr 2024: If two identical posts exist, only the original is recommended. The copy is labelled with a link to the original creator.
- Accounts that posted 10 or more copies in 30 days are removed from recommendations (Explore, Reels and suggested posts) until they drop back below that number.
- You can check your status and appeal under Account Status.
- Apr 2026: The rule now covers photos and carousels, not just Reels. Accounts that "regularly" or "primarily" repost others' work lose recommendations. No new numeric threshold was given. Followers still see their posts.
- Counts as original: made by you, your own perspective, or a material edit such as commentary, a joke, voiceover or creative edits on a meme template.
- Doesn't count: adding a watermark, changing the speed, a light crop, or a screenshot that shows the original creator's username.
TikTok
- Its For You eligibility rules have excluded "unoriginal content… uploaded without any new or creative edits" and content with "someone else's visible watermark".
- TikTok's Sept 2025 guidelines update spread these rules across different sections rather than removing them.
YouTube
- In Jul 2025 YouTube renamed "repetitious content" to "inauthentic content": mass-produced, repetitive videos can lose monetisation across your whole channel.
- Reaction, commentary and compilation videos are still fine if you add significant original commentary or edits.