Social media platforms, whether text-based like Facebook and X or visual like Instagram and TikTok, have become an integral part of users’ lives. This is evident from numerous statistics on social media usage, including a study published by the University of Maine. The study revealed that there are 4.8 billion social media users globally, accounting for 59% of the world’s population and 91% of internet users worldwide.
Although there is no concrete data on the number of posts shared daily across these platforms, the massive user base indicates millions of posts are created every day. Given the difficulty of manually monitoring such a high volume of content, artificial intelligence and algorithms have become essential tools for filtering and curating posts. These technologies aim to promote appropriate content while suppressing or hiding inappropriate or undesirable posts as defined by the platform’s standards.
What is Shadow Banning?
Social media platforms operate under community guidelines designed to regulate content, removing or penalizing users who misuse the platform to share harmful content. This can include account suspension or termination. However, certain types of shared content occupy a “gray area,” where they don’t directly violate the rules but don’t align with the platform’s policies. This is where the concept of “shadow banning” comes into play—a covert form of restriction that doesn’t prevent the user from accessing the platform but limits the visibility of their content.
According to Google Trends, the term “shadow ban” first appeared in late 2016 and gained global popularity by August 2017. In the Arab world, the term began gaining traction around 2020. Despite its growing recognition, shadow banning remains a contentious topic. While social media companies deny its existence, digital marketing and social media experts like Neil Patel argue that shadow banning is real and that specific practices can trigger it.
Shadow banning is one of the most effective punitive measures employed by social media platforms. It covertly limits the reach of content that conflicts with the platform’s policies. Unlike outright account bans, shadow banning allows users to continue posting and engaging with the platform. However, their content doesn’t get equal treatment from algorithms—it may not appear in users’ feeds, and even close friends or followers may not see it.
Why Do Platforms Use Shadow Banning?
To understand why social media platforms employ shadow banning, one must consider their commercial objectives. While these platforms are mostly free to use, they rely on paid advertisements and promotional campaigns for revenue. They must balance the interests of two opposing groups: users, who need engaging and relevant content, and advertisers, who require a safe environment to promote their products.
If platforms outright ban accounts that conflict with advertisers, they risk alienating users and driving them to competitor platforms, thereby harming advertiser interests. Conversely, allowing controversial content to spread unchecked could deter advertisers. Shadow banning provides a middle-ground solution: it limits the spread of problematic content without drawing public attention, allowing platforms to deny the practice’s existence.
For example, during the Gaza conflict, platforms like Meta were accused of suppressing content supporting the Palestinian cause. Reports from outlets like The Conversation and observations from users indicated shadow banning of posts containing pro-Palestinian sentiments.
How to Detect Shadow Banning
Officially, there is no definitive way to confirm shadow banning since platforms deny its existence. However, users can analyze their posts’ performance metrics. A noticeable drop in engagement or reach, despite maintaining high-quality content, could indicate shadow banning. This applies across various platforms, whether they focus on video, image, or text sharing.
Some users have developed tools to detect shadow banning, but these tools are not universally effective and should be used cautiously.
Overcoming Shadow Banning
There is no guaranteed method to overcome shadow banning since it’s not an officially recognized practice. Platforms typically do not provide support for users claiming to be shadow banned. However, users can try circumventing detection algorithms by, for example, altering text presentation or using unconventional formats to make posts harder for AI systems to flag.
In cases where shadow banning becomes persistent, especially for accounts repeatedly flagged, creating a new account might be the best solution. It is essential for users to distinguish between shadow banning and low-quality content that naturally fails to engage audiences. Continuous experimentation and adaptation are key to overcoming potential restrictions and restoring engagement levels.
