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22 thoughts on ““At Least 40% of Comments on Brand Instagram Posts are Fake”

  1. sk

    What impact do comments have in Instagram’s algorithm for ranking posts? For example, we know that images that get more likes are ranked at the top of a user’s feed and are thus more likely to be seen by a wider audience as a result. However, does this algorithm take into account the number and velocity of comments? For example, if a post is receiving a lot of comments, especially in a short period of time, will this have the same impact as a lot of likes?

    Reply
    1. Emily Lydon Post author

      Hi there, thanks for your comment! You’re right, it seems to be that posts with high engagement appear at the top of feeds on Instagram – this includes likes and comments. However, the specific way the algorithm works isn’t known to us, so it may be that the quality and origin of the comments is also taken into account. Hope this answers your question! – Emily 🙂

      Reply
      1. Rachael

        I was lead to believe (can’t confirm) that only comments with more than four words were counted in instagrams feed algorithms.

        Reply
  2. Jarrod Partridge

    Hi, great article! These bot comments annoy me no end.

    I’m trying to understand the part about engagement rate though.

    Would the fake comments count as a plus on your engagement? Or is there a way that Instagram can tell these are fake?

    As you mentioned removing them won’t make engagement levels go down, if I had 10 comments and they were all fake so I deleted them, wouldn’t that make engagement 0%?

    Sorry, just trying to get my head around it.

    Reply
    1. Emily Lydon Post author

      Hi Jarrod, thanks for your comment! The answer to your question about engagement is no – your engagement rate wouldn’t be 0% because Instagram doesn’t take into account the fact that you deleted the comments. As of yet, there’s no surefire way of detecting bots on Instagram, so the comments are just counted as normal engagement. Does this clear things up? – Emily 🙂

      Reply
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