TLDR/Key Summary
- Instagram does not limit the reach of your content to your followers.
- Reach can be restricted in recommendations (to non-followers) if your account violates Instagram’s guidelines.
- Check Account Status in settings to see if your account is recommendable.
- Improve reach by analyzing insights, following Instagram’s guidelines, and experimenting with new content.
- Instagram wants content to reach as many interested users as possible because it benefits their business.
What Is Shadow Banning on Instagram?
Shadow banning is a term often used when users feel their content isn’t reaching as many people as it should. Many believe Instagram secretly suppresses their posts without notification. But according to Adam Mosseri, the head of Instagram, this isn’t exactly the case.
Instagram does not limit your content’s reach to your followers. If your engagement drops, it’s not because your content is hidden—it’s usually due to audience behavior, algorithmic shifts, or content performance.
However, Instagram does restrict reach in recommendations (when showing content to people who don’t follow you). If your account isn’t recommendable, your posts won’t appear in places like Explore or Reels suggestions.
Why Instagram Might Limit Your Reach
Mosseri explains that Instagram has two ranking systems:
- Connected ranking: Content shown to followers (reach is not restricted here).
- Recommendations: Content shown to non-followers (this is where Instagram may limit reach).
Reasons Instagram Might Not Recommend Your Content
If your reach has dropped, check if you’re violating Instagram’s recommendability guidelines. Some common issues include:
- Content flagged for violating community guidelines (nudity, hate speech, misinformation, etc.).
- Watermarked videos from other platforms (e.g., TikTok logos).
- Repetitive, low-quality, or misleading content.
- Engagement tactics that feel spammy (e.g., excessive giveaways, comment baiting).
If your account is affected, you can check Account Status in settings to see if you’re eligible for recommendations.
How to Improve Your Instagram Reach
If your content isn’t performing well, here’s what to do:
1. Check Your Account Status
Go to Settings > Account > Account Status to see if Instagram has flagged any issues with your content.
2. Analyze Your Insights
Look at your:
- Like rate: Are your posts getting engagement?
- Send rate: Are people sharing your content?
- Watch rate: Are people watching your videos all the way through?
Double down on what works and drop what doesn’t.
3. Follow Instagram’s Guidelines
Check the recommendability guidelines and ensure your content follows best practices. Remove any watermarks, avoid misinformation, and focus on high-quality posts.
4. Experiment with New Content
What worked last month might not work today.
Try new formats, trends, and engagement tactics to keep your audience interested.
Final Thoughts
Instagram does not secretly shadow ban accounts. However, if your content is not reaching non-followers, it may be due to recommendability restrictions. The best way to boost reach is to check your Account Status, analyze insights, and create content that aligns with Instagram’s guidelines.
By understanding how Instagram’s ranking works, you can adjust your strategy and maximize your audience growth.
If you need help with Social Media Marketing, reach out. We'd love to talk!
