Instagram apologizes after algorithm becomes 'obsessed' with 1999 rock song
Instagram has spoken out after users became suspicious about why 90s rock band Creed were being recommended to them.
The social media platform appeared to be promoting the band’s song ‘Higher’, with many people commenting on how their Instagram algorithm seems to favor the track.
This led to some taking to the internet to share their own speculations, with one person even suggesting on X, formerly Twitter, that Creed might be ‘paying’ for the promo of their 1999 hit.
Instagram’s mistake over a 90s Creed song
Another wrote: “Every time I post an Instagram story the suggested song is Higher by Creed.”
And a third user added: “Ok who at Meta is pushing Creed like this.”
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However, Instagram has now set the record straight with a spokesperson stating to CNN that an engineering team is working to solve the problem and Instagram are ‘continuing to investigate’ the issue.
The spokesperson added: “We looked into this and found that this song is being recommended to more people than intended.”
Speaking to CNN, communications specialist Pamela Ross said: “Anytime I posted anything on my Instagram story, like a dinner plate or my cat or whatever - every time it recommended adding ‘Higher’ by Creed.
“I’m not following Creed, I’m not listening to Creed. Like what millennial was in charge of this decision?”
This isn’t usually how Instagram’s song suggestion algorithm works, with tunes often being based on what it thinks the user would want.
How does Instagram’s music algorithm work?
Instagram’s music recommendations don’t work the same as the likes of Spotify as, instead of looking at which songs are being streamed the most, Instagram’s systems use your activity on the platform to work out what kind of content you’re likely to engage with.
This can include the Reels you watch, the posts you like, the accounts you follow and the content you save or share. If you repeatedly interact with Reels featuring a particular artist, genre or type of music, Instagram can use those signals to recommend similar content.
Of course, the popularity of a song can play a role and a lot of creators using the same music can boost its engagement as well as expose more people to that song, creating a snowball effect.
However, it appears what happened with the Creed song was a mistake in the algorithm and sadly not an indicator that it is an app favorite.