Instagram’s Use of AI and Big Data

Instagram is a social networking platform, owned by Facebook, with hundreds of millions of active users. Each day, around 70 million pictures are uploaded on the platform and users can interact with all of the posts through likes, comments and hashtags. All these uploads provide Facebook with enormous volumes of data, which when analysed (by humans or through AI), can provide an insight into the behaviour of users.

Below are some of the ways in which Instagram uses AI and big data to improve their business performance:

Filter Spam:

The spam filter utilises artificial intelligence to remove fake messages from Instagram accounts written in 9 different languages such as Arabic, Russian, English, Chinese, and among others. Once the message is detected it will be removed automatically. Furthermore, Instagram uses AI text analytics to understand a message’s context almost as good as humans.

Improved User Experience:

As the amount of data cultivates, looking for posts that are relevant to users becomes more challenging. On the other hand, when Instagram changed the order of its feed, algorithms that are machine-learning are put at work to aid in sorting the information to what is more relevant and valued for every user in order to make a personalized feed.

Target marketing:

Instagram can analyse posts from its users to identify trends, patterns and associations to understand the tastes and preferences of its clients. This allows the firm to use target adverts to specific groups of users, to whom the adverts are deemed to be most effective. Since Facebook owns Instagram, they have a great system of analytics information to aid in target marketing based on what humans want, what they save, as well as who they interact with and follow.

Search and explore page function:

The increasing prevalence of hashtags and tags allows people to easily search for posts linking to a specific event, person or organisation. search tools can help people in finding things of interest amongst the hundreds of millions of posted images.