Instagram's been feeding people Creed

A spokesperson said the song "Higher" has indeed been "recommended to more people than intended."

Instagram's been feeding people Creed

In a move lightly reminiscent of when Apple automatically downloaded U2’s Songs Of Innocence album to iTunes users’ libraries against their will, Instagram has been pushing Creed’s music. If you recently noticed Instagram was recommending the rock band’s tunes, particularly “Higher,” too often to accompany stories and posts, you’re not the only one. For months, people on social media have pointed this out and wondered whether Creed made a deal with Instagram to rig the algorithm and spotlight their music. Now, the Meta-owned company is fessing up. “We looked into this and found that this song is being recommended to more people than intended,” an Instagram spokesperson told CNN, adding that the engineering team is working to resolve the problem. “We’re continuing to investigate.” 

An exact reason for the prevalence of Creed’s music on the social media app has yet to be revealed, but Instagram’s song suggestions are typically based on user habits, like what songs you already interact with, as well as visual data about the content you’re posting—which is why people who have never interacted with a Creed song on Instagram are totally baffled. “Higher,” from Creed’s 1999 studio album Human Clay, is one of their most popular songs. The rock anthem peaked at No. 1 on the US Billboard Hot 100 back then and has amassed more than 570,000,000 streams on Spotify. It’s not uncommon (and is actually pretty frequent) for older songs to get a second life through TikTok trends, sometimes for no apparent reason, but nothing suggests the song beloved by millennials is genuinely having a resurgence in pop culture. And while “Higher” might fit your sunset Instagram story or spiritual retreat post, it probably wouldn’t make sense for a pumpkin spice latte image or a fall photo dump.

 
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