[SMK] Social Media Knowledge


Instagram Finally Opens The Lid On “Shadow Bans”

Instagram has finally lifted the lid on shadowbans… and the results may not satisfy everyone, but they could answer why some accounts see a dramatic reduction in reach.

A new update to its Account Status dashboard (available on professional accounts) will let users know whether their content is being recommended across Instagram and will help rectify issues as they arise. Basically, you’ll be able to see if you’re account reach is being restricted by the system.

Adam Mosseri, Head of Instagram, via Twitter

“Today we’re announcing new transparency tools so you can see whether or not your photos and videos are recommended in places like Explore. We know reach can be volatile. One of the reasons that happens is that your account can end up in a state where it’s not eligible to be shown up in recommendations.

“What we’ve added (to Account Status) is whether or not your account can be recommended in places like Explore, because if you’ve posted things that violate our recommendation guidelines you can end up in a state where your content won’t be recommended.”

Instagram has also introduced an appeal process that allows accounts to request that Insta’s review team take a second look at any posts that violate guidelines.

What are Instagram Account Status and Status Reports?

Account Status is a tool that was launched to make it easier for people to find out what’s happening on their account. It aims to be a “one-stop shop” to help users better understand their account and content distribution.

Part of that service is letting people know when their account is at risk of being disabled and providing a better sense of how content is distributed and recommended across Insta.

Instagram will also let you know when there are issues with the platform, so you can plan content better and avoid posting when there’s nobody around to see it.

Understanding is the key to high performance

If brands are noticing a sudden decline in reach, it may be a good idea to check your Account Status. You’ll see a yellow alert in your Account Status display if there’s a problem. You will then see which posts could violate Instagram’s rules and an explainer of why.

It’s then up to you to edit those posts – although you could open a dispute with Instagram and tell them why you think your posts meet rules and guidelines.

The feature could be a huge help for businesses trying to maximise reach and engagement. Now if your content isn’t doing as well as it should, there’s a process you can go through to ensure it’s being circulated across the whole of Instagram.

However, it always pays to invest in creative, engaging content as well. Tastes change quickly, and marketers should try to stay ahead of the curve as much as they can.


“It’s important to us that creators understand our guidelines and are able to know if something they’ve posted or have in their profile may be impacting their reach to non-followers. It’s also why we’re introducing the ability to disagree with our decision so our review team can take another look as quickly as possible and we can continue to improve our detection technology.”

The ins and outs of a shadowban

Shadowban is a term coined to describe an unofficial ban that restricts an account’s visibility in feeds, Stories, and Explore. It can happen when the content you post goes against Community Guidelines, so Instagram is less likely to recommend your content to the places people see it.

Instagram has always claimed shadowbans aren’t real. Although the effects sound very similar to the ones you’ll face (and can fix) if your content is a little naughtier than Instagram would like.

Remember, you can go to Account Status any time to see if you’re being restricted (but not shadowbanned!)

Criticism of Instagram

Shadowbanning is often done by AI and with little human moderation, which can cause accounts to be restricted in error.

Even worse, some accounts have been deactivated with no proper appeal process. As such, the new changes do little to change that – which has caused some criticism.

Dr Carolina Are, Content Moderation Researcher, Centre For Digital Citizens at Northumbria University, via BBC

“I still think it’s a bit of a cosmetic and performative change. As good as this is, without investing in human moderation, we are just going nowhere.”

In the past, there were issues with Instagram’s lack of communication. Some accounts were being restricted without users being informed – which means they couldn’t fix it. At least now, there is a way to get back into Insta’s good books.

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