Instagram explains its recommendations and 'shadowbanning'
how its recommendations work in an attempt to dispel “misconceptions” about how the app’s algorithm works and whether or not the company engages in “shadowbanning” of certain creators. In a new blog post from Instagram’s top exec Adam Mosseri, he offers one of the most detailed explanations to date on how the app ranks content in various parts of the app.
“Instagram doesn’t have a singular algorithm that oversees what people do and don’t see on the app,” Mosseri explains. Instead, he says, there are multiple algorithms and ranking systems underpinning different aspects of the app, like Explore, Reels, Stories and search. Each of these uses a variety of signals to determine how content is ranked for each user.
For example, the order of posts in your main feed is determined by your past activity, as well as previous interactions with the person who made each post. Likewise, Stories posts take into account viewing history as well as “closeness,” or “how likely you are to be connected as friends or family.
One of the more interesting sections of Mosseri's blog post is titled “addressing shadowbanning.” Mosseri notes that there isn’t a universal definition for the word, but acknowledges that many creators “use the term to imply that a user’s account or content is limited or hidden without a clear explanation or justification.” And he says that the company is working to increase transparency around when creators’ content or accounts are blocked from the app’s recommendations.
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