Case Study

Use of AI & ML in
Instagram
Abhishek Thulasi (18103607).
Akshay Sharma (18103631).
Shail Patel (18103624).
Introduction
About Instagram Why Big Data ?
Crossing a billion monthly active With millions of posts being
users in 2020, the photo and video uploaded on the platform every
sharing social network platform, day and users engaging with these
Instagram has established its way posts regularly by liking,
towards becoming one of the commenting, and using hashtags,
most acclaimed and famous apps this is where big data
on a global scale. analytics enters the picture.
The app has created a high

degree of frenzy among the youth
of the day, particularly the
escalating segment of people who
prefer conveying their thoughts
through images
2
History of Instagram
Oct, 2010 Aug, 2012 May, 2013 Aug, 2014 Mar, 2016
Kevin Systrom & Instagram launches Instagram Launches Instagram expanded With this new release,
Mike Krieger Explore for the first photo tag system and further into the the feeds would start
Launches Instagram time. And With time, photos of you on user business space. It to be displayed based
they kept polishing it. profile. included business on a new Instagram
tools for analytics and algorithm with
insights engagement as an
important factor
3
History of Instagram
Jun, 2016 Nov, 2016 Jun, 2018 Feb, 2020 Aug, 2020
Instagram helped Released Instagram Instagram update saw Instagram added new Instagram launches
bridge language Live feature where the addition of “Following” categories Reels. Uses AI, which
barriers by releasing users could now IGTV to the platform to help users get a recommends reels of
an instant translation livestream events, and with the help of better idea of which your interests.
feature. music, or just their AI you can view accounts they’re
everyday lives to their IGTV’s of interests in interacting with the
followers. explore tab most.
4
How Instagram uses AI ? - Example 1
Instagram’s Way of Deciding What Gets on
Your Explore – AI in Social Media
• The video and photos sharing company Instagram, Uses AI in

the Explore feature.
• The posts you will get on your personal Explore feature is suited to
your interests based on the likes and account you follow.
• Through an AI system based they created a ranking system

that “extract 65 billion features and makes 90 million model
predictions every second.”
• Instagram recognizes accounts that are more or less similar to one

another by adopting a machine learning technique termed “word
embedding”.
• This is fundamental for Instagram, the gigantic amount of data they

are collecting can help in showing users what they like and will like.
5
Target Advertising
• Instagram keeps track of search preferences and user engagement.

Accordingly, it sells advertising to brands that show interest in a
specific audience type. That is how companies reach out to
prospects that show interest in their marketing messages.
• Being owned by a powerful tech giant like Facebook allows

Instagram to have a vast network of insights and information for
helping target advertising based on the audience’s likes, who they
follow, and engage with and the posts they save.
6
Improving User Experience
• The success of every social media platform depends on how easily

users can find content that looks interesting to them.
• Instagram’s previous algorithm displayed posts in a feed in a reverse

chronological order, which is a simple but not really effective
approach. Today, the AI-driven algorithm selects the most likable
content, offering every user posts that they will most likely
appreciate.
• This would never be possible without machine learning. The

algorithm learns and improves all the time, selecting the most
relevant and valuable posts for everyone.
7
Instagram as a Marketing Tool
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Content Planning
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9
Demographic
Information About Audience
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Segmentation by type of content
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The involvement of the
audience of the publication
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YOU

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Use of AI & ML in

The app has created a high

• The video and photos sharing company Instagram, Uses AI in

• Through an AI system based they created a ranking system

• Instagram recognizes accounts that are more or less similar to one

• This is fundamental for Instagram, the gigantic amount of data they

• Instagram keeps track of search preferences and user engagement.

• Being owned by a powerful tech giant like Facebook allows

• The success of every social media platform depends on how easily

• Instagram’s previous algorithm displayed posts in a feed in a reverse

• This would never be possible without machine learning. The

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Lorem ipsum dolor sit amet,

Lorem ipsum dolor sit amet,

Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet, consectetur adipiscing elit,

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