What Is Wrong With Meta Algorithm On Instagram That Is Pushing NSFW, Disturbing Reels? Explained
This could have happened due to the malfunction in Instagram’s AI that scans posts for sensitive material and restricts their visibility
Instagram has been flooded with NSFW (not safe for work) and graphic content on its “Reels" page of late, users have complained. Meta, the parent company, said on Thursday it has fixed an “error" that resulted in such sensitive content.
“We have fixed an error that caused some users to see content in their Instagram Reels feed that should not have been recommended. We apologize for the mistake," a Meta spokesperson said in a statement shared with CNBC.
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The statement comes after Instagram users took to various social media platforms to raise concerns about a recent influx of violent and sensitive content recommendations.
Let us understand the how Meta algorithm works on Instagram reels, what have users reported, what is Meta’s views on this.
Why Was There A Surge In Sensitive Content?
One possible explanation is that Instagram’s AI scans posts for sensitive material and restricts their visibility. If this system malfunctions, it could fail to filter inappropriate content, leading to its widespread appearance in users’ feeds, as per Vocal Media.
Another possibility is that a recent algorithm update may have mistakenly prioritised violent or sensitive posts, inadvertently amplifying their reach. This could explain why so many users are suddenly seeing distressing content in their feeds.
Has This Happened Before?
Yes. A previous investigation by The Wall Street Journal revealed that Instagram Reels had been recommending adult-themed videos to users following teen influencers, cheerleaders, and other young content creators. The report stated, “The platform served a mix of adult pornography and child-sexualising material."
In 2023, experts concluded that the system was automatically leading users to highly problematic material, raising concerns about Instagram’s content recommendation algorithms.
Between January and April last year, researchers conducted tests by setting up profiles with an age of 13 to observe how Instagram responded. As soon as these accounts were created, the platform started recommending videos featuring suggestive dancing or close-up shots of women’s bodies.
What Is Meta’s Policy On Sensitive Content?
Meta aims to protect users from distressing imagery by removing excessively violent or graphic content from its platforms. According to its policy, prohibited material includes videos depicting “dismemberment, visible innards or charred bodies," as well as posts featuring sadistic remarks about human or animal suffering.
However, Meta makes exceptions for certain graphic content if it serves to raise awareness about human rights violations, armed conflicts, or terrorism. In such cases, the content may remain on the platform but could be restricted with warning labels.
Meta works to avoid recommending content on its platforms that may be “low-quality, objectionable, sensitive or inappropriate for younger viewers," it adds.
The error with Instagram Reels, however, comes after Meta announced plans to update its moderation policies to better promote free expression.
In a statement published on January 7, the company said it would change the way it enforces some of its content rules in order to reduce mistakes that had led to users being censored.
Meta said this included shifting its automated systems from scanning for “all policy violations" to a focus on “illegal and high-severity violations, like terrorism, child sexual exploitation, drugs, fraud and scams." For less severe policy violations, the company further said it would rely on users to report issues before taking action.
CEO Mark Zuckerberg had also announced that the company would allow more political content and change its third-party fact-checking programme with a “Community Notes" model, similar to the system on Elon Musk’s platform X.
How Does Meta Algorithm Work On Instagram Reels?
When it comes to the Feed, Instagram considers a different signals. From the posts you have liked, shared, or commented on, they track everything, and also how often you interact with a specific person or brand.
For example, if you frequently engage with a certain account or post, that content is more likely to appear higher in your feed. They want to create a tailored experience that keeps you coming back for more.
The Instagram Reels algorithm’s primary function is to curate and present compelling content within users’ feeds, ensuring that audiences are consistently exposed to fresh and engaging short-form vertical video content.
As per Social Bee, here is a breakdown of how algorithm on Reels works:
Diverse discovery: Unlike the regular Instagram feed which mainly showcases posts from followed accounts, the Reels algorithm aims to introduce users to new, compelling short form video content from a broader range of creators.
Sound popularity: When you post Reels, you can add an audio track to each one of them. The sound’s popularity can also boost the visibility of your Reel content.
Interaction history: The algorithm takes note of the Reels users have previously engaged with (viewed, liked, commented on, or shared), using this data to predict what they like and recommend new videos.
Similar user preferences: By observing what similar users like or engage with, the Instagram Reels algorithm decides what to recommend.
While Instagram does not prioritize videos by default, Buffer data shows videos tend to get more engagement on Instagram than other content types. An analysis of more than 5 million Instagram posts shows video came out tops, followed by carousels, then images.
How Users Reacted To ‘Sensitive’ Instagram Reels
A user posted, “Anyone else noticing this on Instagram? In the past few hours, my IG Reels feed has suddenly started showing violent or disturbing videos out of nowhere. Feels random. Is anyone else experiencing this? Or is it just me? Wondering if it’s a glitch or some weird algorithm change."
Concerned parents and safety advocates have also weighed in, urging action. “Highly recommend parents remove Instagram off their kid’s phones right now… reels are straight up trying to de-sensitize users over the past 24hrs. Myself and everyone I know has had sensitive content pushed to the top of their feeds. Most content without warnings. #instagram," one user warned.
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