6 Ways Instagram Leverages AI and Big Data

The photo-sharing social media site Instagram has one billion active users since its inception in 2010. Owned by the social giant Facebook, users upload 70 million images to Instagram daily. The visitors interact with these pictures to like posts, use hashtags, and comment on the posts. All such activities lead to the generation of a huge amount of data and when evaluated through artificial intelligence (AI) and big data, it helps in providing useful business insights.

According to an article published on https://techcrunch.com, today Instagram uses an AI system to battle offensive and irksome comments. It is of immense benefit to brands that want to ensure that people do not see irrelevant or unfounded comments. This new system is the joint effort of both Facebook and Instagram teams using Deep Text that is a text categorization engine to let machines understand words as per situation to fight spam.

Depending on its success rate, the Instagram team wanted to deal with serious issues such as spiteful, mean, and hassling comments. All this shows that technology has a great impact on social media platforms like Facebook, Instagram, or any other sites for that matter.

6 Ways Instagram Leverages AI and Big Data

So let us read on to learn how Instagram uses AI and big data:

Targeted advertising

The data on Instagram should be valuable for businesses and therefore, the photo-sharing site should derive customer insights from the information. Based on user engagement and search preferences of the visitors, Instagram can sell advertising to businesses that would like to target a specific buyer profile and show interest in getting precise marketing or brand message.

Now, Facebook has 1.8 billion users and boasts of a solid network of analytics information to target advertising depending on what prospects like, which brands they follow, who do they interact with, what they buy, and things like that.

Discover search and web page options

With the help of trending information and tags, the users on Instagram search and find images and videos for any specific activity, event, theme, topic, and even find out about experiences, places, food, restaurants, and entertainment options all around the globe. With the help of tagging or hashtags, the Instagram search tools let visitors find out about things of interest among several uploaded photos and videos.

Great user experience

Today, users should find some value when they visit Instagram and therefore, it is imperative for this visual platform to show people-content that they like to see. With loads of content, finding photos or videos that the visitors find pertinent or relevant has now become a little difficult.

When Instagram altered its feed from reverse-sequential order to display posts that they think that the visitors would want to see, like, and share, AI and machine learning algorithms were employed to classify all data. It helped to understand in a better way what content users like to see and what is more relevant and valuable to them. It helped in creating a customized Instagram feed for specific users. That is how brands reach out to their audience, gain recognition and buy Insta likes.

Battle cyber bullying and remove mean and hassling comments

Today cyber bullying and mean comments are the greatest problems on social media sites, and Instagram is no exception. That is the reason why Instagram uses machine learning to get rid of offensive, malicious posts and comments automatically. Again, Twitter and Facebook have options to report spam or abusive comments.

Due to the success rate of Deep Text, it has become easier to detect spam and offensive comments and remove these quickly. The Instagram team saw Deep text, as an effective solution to recognize and eliminate mean as well as harassing comments that defy Instagram’s community standards or guidelines.

People evaluated and tagged real Insta posts to assist the Deep Text team to understand what should be perceived as offensive comments or posts in specific situations and the possible solution. If the Instagram algorithm detects or finds something annoying, it’s removed right away.

Though Deep Text is not 100 accurate, it has received much appreciation from organizations that prevent cyber bullying. There are possibilities of not classifying a thing that is mean or annoying. These things matter a lot in filtering out malicious posts and comments on Instagram.

Studying human condition

Based on a certain study, 100 million Instagram pictures were used to figure out worldwide clothing patterns. Now, that is a huge number and difficult to evaluate, but thanks to AI or machine learning, which made the job simple and easy.

The use of technology such as machine learning helps in extracting actionable insights when analyzing social media and its users as well as cultural and economic factors all through the world. The same study showed the power of AI, big data, as well as technologies such as automated analysis algorithms, machine learning, and computer vision to evaluate huge volumes of data generated on social media sites such as Instagram and others to understand consumer likes or preferences.

Filtering spam posts and comments

Instagram leverages AI and big data to deal with spam posts and comments. As far as the filters are concerned, these have the ability to get rid of fake comments or messages from accounts in languages including English, Russian, Arabic, Chinese, and nine more. Once these fake messages are identified, these are removed right away. The photo-sharing site Instagram makes the best use of Facebook’s AI algorithm Deep Text, which is able to know about the context or subject of any message as efficiently as humans do.

Conclusion

Today, technology has helped in improving the Instagram platform for visitors as well as marketers for discovering and eliminating annoying, fake comments or spam content. The photo-sharing platform extracts all information it collates to improve the user experience while others discover immense possibilities in the data generated.

It helps to find out useful insights about culture, human behavior, and things like that. Therefore, you cannot ignore the importance of technologies to improve the performance of Instagram and other social networking platforms. While businesses understand consumer likes or preferences, customers find the appropriate content they are looking for on numerous social media platforms.

By Pete Campbell, who is a social media manager at blastup and has immense knowledge about email marketing and Instagram promotion.

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