Instagram has become the most popular social media app used for sharing media. It was launched in the year 2010. And since then, they are garnering huge attention in this space. Instagram has over 1 billion active users monthly globally. India alone has 201 millions of these customers, and the USA has 157 million users actively using the platform every month. Users who have an Instagram account create enormous data by reacting to posts. They like, comment, and share the posts. Every activity done by a user turns into data that the platform can use for different applications.

Instagram could generate new ideas and insights that could power new business models. These data give a newfound insight into human behaviors. Eventually, Instagram is going to become a company focused on Big Data. We will explore how Instagram uses Artificial Intelligence and Big Data. Before that, if you’re interested in learning AI, check out Applied AI Course.

Targeted Advertisements

Instagram is also popular for its advertisements. It collects all data from users’ behavior on their platforms. And it performs analysis on these data sets to extract insights to help them serve with ads that they will find beneficial. Instagram collects data of users based on the type of content that users spend more time on or prefer. The platform uses these data, performs analysis, and sends it to advertising companies that serve with ads that better suit these users. That’s one source of Instagram’s revenue.

Facebook now Meta owns Instagram, which itself has more than 1.7 billion users using their platform. Meta has a ton of analytics on people’s preferences and has huge sets of insights based on analytics that they can use to promote advertisements on their platforms. If you’re interested in learning Digital Marketing, check out this Digital Marketing Tutorial to get started.

To explore the page and search function.

Instagram uses Big Data and Artificial Intelligence smartly to help users explore pages and search functions. Users upload images, and they use features like tags with them, which makes searching similar images or videos easy. These features help Instagram display posts that are beneficial to a specific user based on their interest, likes, and dislikes. Rather than showing them with feeds a user is not at all interested. The strategy of showing customized feeds that spikes interest among customers will fetch much better results in the form of increasing usage time.

Improve User Experience

Instagram has over 1 billion monthly active users according to a recent report. It is capturing and storing all this data and using it to improve the user experience. Once the platforms boom with users from across different nationals and communities, the sheer volume of content grows exponentially. It becomes challenging to display content that a user will like when content is growing at a very feverish rate every day.

Earlier Instagram had reverse order chronologically for displaying feeds. Now they have deployed advanced algorithms to detect the content that a specific user will find interesting and will most likely react to. For this, they have used Machine Learning and Big Data algorithms. These algorithms sift through a variety of content and then suggest the best fit for different users based on their interests, likes, and dislikes. And once they have created recommendation models, they are trained and tuned to efficiently and accurately suggest contents that users are showing interest in. With time, these models are suggesting great content that customers value and react to.

Filter Spams

Instagram uses its huge repository of data or Big Data to sift through content published using their mediums and filter out spam. Their goal is to increase the value they offer and reject sub-par quality content that will help in boosting the platform’s interest among its users and retaining the users. Instagram has the facility to remove spam and fake content in more than nine languages including English, Russian, Chinese, Arabic, and others. It uses Facebook now Meta’s Deep Text, a text analytics algorithm, to understand a message’s context and decide whether they are spam or not.

To combat Cyberbullying and remove offensive comments.

From a survey conducted in the UK, a big percentage of youths have claimed that Instagram is the platform from which they were bullied the most. Instagram took Cyberbullying very seriously. They were one of the first social media platforms to implement ML to weed-out offensive comments. They automatically removed these posts and content. Even then, Facebook now Meta didn’t have such features, and they relied on users to mark it offensive. Instagram uses the same algorithms that it uses to root out spam to sift through content to detect which ones follow and the ones that don’t follow these guidelines. The ones that don’t follow these set guidelines are filtered out. Even though the algorithms are not perfect, over time they will evolve to be very efficient.


Social media, business, and Tech. writer. I use my skills, relationships and passion to create the content that helps.

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