The Algorithm Divide: How Instagram Amplify Prejudice & Inequality among Influencers
Navigating Instagram algorithms may be one of the biggest challenges progressive Influencers face in standing up for the intersection of different races, abilities and sexualities.
In the digital era where scrolling through Instagram has become second nature, the seemingly random ‘Explore’ feed is the algorithm’s role that dictates what we see and influences our perception. Algorithm takes into account users’ past interactions, likes, shares and comments to personalise an engaging experience for users to spend more time on the platform. While the algorithm optimises what we see, the significant action now is to question what we don’t see.
As the intermediary between influencers and users, Instagram moderates content using algorithmic models and has Community Guidelines to assess whether user-generated contents are eligible to be recommended to the community. The conventions of the platform suggest the ideal platform for both influencers and activists to post authentic content that nurtures meaningful and genuine interactions. Yet, transgressing certain ‘boundaries’ set by Instagram results in deleted content, disabled accounts and other kinds of restrictions.
Pie chart: Influencers faced with discrimination highlight gender discrimination as the most common form of discrimination, followed by physical, racial, political then sexual. Created by Author on Canva. Used with a Canva for Education license. Source: The State of Influencer Marketing 2024: Benchmark Report by Influencer Marketing Hub.
In pursuit of creating a safe haven to inspire other people within the marginalised community, a staggering 60% of influencers are faced with various forms of discrimination due to their gender, physical features and race. As we perceive this issue to occur in the offline world, in fact, it is equally prevalent in the online world.
The Biassed Matchmaker
Algorithm bias is defined as disproportionately favouring one group, viewpoint or content over another which reinforces pre-existing prejudices and inequalities. The online world mirrors the dynamics of the offline world and this is reflected by Instagram’s alleged portrayal of biases, whether conscious or unconscious. This divide in the influencer industry means that the voices of influencers who don’t conform to the norm are silenced and thus do not reach the intended audience.
“The minute we apply the intersections of race, disability and sexuality, it gets harder and harder to exist on Instagram” said Salma El-Wardany in a Refinery29 article.
Video: A plus-sized personal trainer and body positivity advocate, Sarah Taylor, claims her Instagram page was taken down as her body is not meeting the typical beauty standards. Video by CityNews on YouTube.
A report by Salty states that there have been instances of false flags in Instagram’s content policing. Certain bodies like black and plus-sized; and perspectives like racial justice advocates are targeted for censorship compared to others. The polarising effect of Instagram algorithm serves as evidence that the platform’s inherent biases are favouring certain physical attributes and pushing certain agendas.
Double standards
Over time, the evolutionary role of social media has expanded from connecting with friends and family to being a business and marketing tool, even as a medium to push political agendas and society ideals. This is facilitated by freedom of speech in expressing individual or collective opinions and worldviews, until ‘shadowban’ becomes a plague for the Instagram community. To put simply, shadowban means targeted accounts get hidden, restricted or taken down completely.
Influencers that are vocal in speaking up on social issues are faced with selective censorship due to double standards of the ‘community guidelines’. A significant drop in reach and visibility indicates the account being shadowbanned. This hinders meaningful discourse on pressing issues like racial injustice, gender equity and religious hate. Influencers who don’t fit in the favoured beauty standards are also oppressed from self-expression.
The inconsistencies of Instagram’s integrity perpetuates social inequalities and amplifies prejudice towards marginalised communities.
A Glimmer of Hope
In response to numerous complaints, Instagram made an announcement in the height of Black Lives Matter 2020 protests that addresses concerns of shadowbanning and their accountability in maintaining integrity of the platform's underlying system. Head of Instagram, Adam Mosseri took the initiative to personally share the steps Instagram will take to improve user experience on his Instagram account. This includes reviewing content moderation on Explore and Hashtag pages and a deep dive on technological algorithmic bias.
Video: Head of Instagram, Adam Mosseri addresses the commitments Instagram will undertake for racial justice. Instagram reel by Adam Mosseri on Instagram.
While Instagram has acknowledged the issues of racial disparities and biases on its platform, there remains substantial ground to cover in representing other communities like body positivity advocates, Muslim people and people with disabilities.
In fact, what you see online is only the tip of the iceberg.