In a Tuesday post on its Creators account, Instagram advised users not to repost content "that is visibly recycled from other apps" on Reels, its TikTok competitor. The Facebook-owned company added that seeing indicators like logos or watermarks "makes the Reels experience less satisfying," so it's making that kind of content harder to discover in the Reels tab.

Instagram launched Reels in August as TikTok continued to dominate the short-form video space. YouTube also added a new format called Shorts in September in a bid to capitalize on the craze.

TikTok is a tough act to catch up with, as the app has seen an exponential rise in popularity amid COVID-19 lockdowns, surpassing the 2 billion global download mark early on in the pandemic.