Instagram Apologizes for Repeatedly Suggesting Creed’s “Higher” to Users

Instagram’s algorithm has become Creed’s most devout fan, recommending one of their songs with a persistence that’s apparently out of character for the platform.

According to a report by CNN, the social media company has acknowledged that a glitch caused its system to repeatedly recommend the 1999 hit “Higher” as background music for its Stories feature, regardless of what users were posting.

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Some users have been noticing the title appear among their suggested songs over the past few months, regardless of what they were posting or their activity on the social media app. Some even began wondering whether the band had struck a promotional deal with Meta to increase the visibility of their work.

“We looked into this and found that this song is being recommended to more people than intended,” an Instagram spokesperson told CNN. “We’re continuing to investigate.”

Music recommendations on Instagram draw on several factors, including users’ previous song selections and visual details from the photos or videos they’re uploading. Although the company has not explained what exactly caused “Higher” to insist on being included, its engineering team is looking into the issue and working on a fix.

Aside from Creed, some users have also reported an uptick in recommendations for Soulja Boy’s “Turn My Swag On,” although Instagram insists that that one is legitimate and a reflection of the song’s popularity on the platform.

The error arrives amid a broader revival for Creed, who returned to touring in 2024 after more than a decade away from the stage. Earlier this year, the band hosted another installment of its Summer of ’99 and Beyond Cruise.