YouTube is updating its Shorts recommendation systems to prioritize original content and reduce the reach of videos re-uploaded from other creators without adding anything new. For brands and creators who lean on other people's clips, this YouTube Shorts algorithm change matters.
YouTube says the update aligns with its existing spam policy, which asks creators not to repost material from other videos without adding anything of their 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 in the Shorts feed.
YouTube's guidance is simple: if you use a clip from another creator, add your own commentary, unique edits or storytelling. Re-sharing and quoting posts remains a valid format for joining a broader conversation, but creators should bring their own voice or distinct point of view instead of simply re-sharing someone else's work.
In April, Instagram said it would stop recommending content from aggregator accounts in its discovery surfaces, and chief Adam Mosseri recently said original content's reach in the app has risen significantly since. For the Instagram side of the story, see our piece on the Instagram algorithm posting tips from Mosseri.
If a brand account compiles customer videos or industry clips, it is not exempt. Check three things: whether your own commentary actually sits on top of borrowed clips, whether your edit and captions add information beyond the source, and whether you can raise the share of self-shot footage. When planning creator partnerships, securing Shorts the creator made themselves is likely to help reach more than recycling existing footage. On the live side, see YouTube Expands Watch With, Letting More Creators React Live to Streams.
Original content is prioritized, and reach is reduced for content re-uploaded from other creators without adding anything of your own.
No. Adding real value, such as your own commentary, unique edits or storytelling, is the guidance. Channels that mainly re-upload without significant changes will likely see less distribution.
Instagram said in April it would stop recommending aggregator accounts in its discovery surfaces.
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