Instagram’s head, Adam Mosseri, recently addressed major issues regarding content moderation on both Instagram and Threads, acknowledging that a broken tool within Meta’s systems led to erroneous account deletions and content removals. The core issue is tied to human error rather than the misuse of AI, but the effects have left users and brands frustrated. As Instagram tries to resolve these moderation problems, Mosseri also emphasized the need for better communication and tools to prevent such incidents from happening again.
For marketers, this revelation signals potential risks in relying solely on Meta’s platforms for their campaigns. When moderation tools malfunction, posts, ads, and even entire accounts may be wrongly flagged or removed. This can not only disrupt marketing campaigns but also harm a brand’s relationship with its audience. Imagine investing time and money into a social campaign, only to have it disappear from feeds due to a system glitch—this is a nightmare scenario for marketers who rely on consistency and visibility.
These moderation lapses also complicate the balancing act marketers face between maintaining compliance with platform guidelines and ensuring creative freedom in content. On one hand, stricter enforcement of guidelines, even if error-prone, could force marketers to be overly cautious, stifling creativity. On the other hand, frequent wrongful flagging of content could cause brands to lose faith in Instagram and Threads as reliable advertising channels.
However, despite these challenges, there are ways for marketers to protect themselves and their brands. Diversification is one solution. Brands should not overly depend on Instagram or Threads as their only social media outlets. Instead, it’s smart to maintain a presence across multiple platforms, such as TikTok, YouTube, or X (formerly Twitter), where a single moderation failure won’t collapse a whole campaign.
Additionally, building and strengthening first-party data strategies is crucial. Owning customer data through newsletters, websites, or apps can provide direct access to audiences, making brands less reliant on external platforms’ rules and systems. When Meta’s tools misfire, having an audience outside of these platforms becomes a critical lifeline for marketing continuity.
Marketers can also take a proactive stance by ensuring that their content teams are well-versed in the nuances of Meta’s ever-evolving moderation policies. Transparency with their audiences is equally important. In cases where moderation mistakes occur—such as content removals or account suspensions—brands should be swift in communicating the issue to their customers, explaining the situation and any steps being taken to resolve it. This can help maintain trust even during disruptions.
Ultimately, Meta’s moderation breakdowns offer a clear warning to marketers: relying too heavily on any single platform’s tools or algorithms can expose campaigns to risks outside of their control. By diversifying their social strategies, securing audience ownership, and staying informed on platform guidelines, marketers can reduce their vulnerability to sudden disruptions in their digital marketing efforts.
