It looks like Meta has decided to turn Instagram users into unwitting SEO spam pawns. On Tuesday, 404 Media reported that the platform is generating sensational, likely AI-generated headlines for user posts without their knowledge or explicit consent. An Engadget editor has also noticed this on their posts. The headlines are found in the pages’ code and are only visible in search results.
The scheme appears to be an effort to boost the Google search ranking of Instagram content. For example, author Jeff VanderMeer’s untitled video about a bunny eating a banana received a generic, SEO-style title. “Meet the Bunny Who Loves Eating Bananas, A Nutritious Snack For Your Pet,” it reads. That indeed reads like the work of an LLM.
In another example, a Massachusetts library’s post promoting a reading of a VanderMeer book got the same treatment. “Join Jeff VanderMeer on a Thrilling Beachside Adventure with Mesta …”, the headline reads.
Multiple cosplayers also found their posts gaining strange titles. “I would not write mediocre text like that, and it sounds as if it was auto-generated at scale with an LLM,” cosplayer Brian Dang told 404 Media. “This becomes problematic when the headline or description advertises someone in a way that is not how they would personally describe themselves.”
The headlines appear in the posts’ code, as confirmed by Google’s Rich Result Test tool. (They’re found in the
tags for the post.) The spammy headlines differ from the page’s alt text, which Instagram generates for people with low vision.
You might want to search for your recent content to see if you’re affected. Engadget reached out to Meta for confirmation. We’ll update this story if we hear back.
