Instagram Comments AI system

UPDATED MAR 7, 2025

The content you see on your Instagram Comments is selected, ranked and delivered to you by an artificial intelligence (AI) system. Within one AI system, multiple machine learning models work together to deliver your experience. These models and their input signals are dynamic and they change frequently as the system learns and improves over time.

Overview of Instagram Comments

When you view and interact with Instagram, one of the underlying AI systems delivers comments on posts in an order of relevance to you.

How Instagram Comments works

The AI system behind Instagram Comments automatically determines which comments on posts you'll see first by predicting what you’re most likely to be interested in. These predictions are based on a variety of factors, including the general relevance and popularity of the comments, as well as your recent activities on Instagram. Here’s how it works:

Display most important comments first
The system shows comments that may be most relevant to you at the top of each comment thread. These might include your own comments, your friends’ comments or pinned comments.
Score and order comments
Next, the system calculates a score for other comments on a post based on multiple input signals, including the relevance of the comment to the post and how popular the comment is among all viewers. Comments are then ordered by their scores.
Apply filters
Finally, the system applies filters to remove any comments that may go against our Community Guidelines.

How to customize what you see

Your experience on Instagram Comments is personalized based on your activity, and you have options to control or customize what you see. Below, we describe how to do this with different in-product features. Options shown here may not be available to everyone.

See newest comments first

To view comments in reverse chronological order, tap "Most recent" in the drop-down menu for the comments section.

See comments from Meta Verified users first

To view all comments from Meta Verified users first before other comments, tap “Meta Verified" in the drop-down menu for the comments section.

See only comments from subscribers (for Creators)

To filter out comments and only see those from your subscribers, tap “Subscribers only” in the drop-down menu for the comments section.

How the AI delivers content to you

We want you to see content you enjoy and find interesting. To achieve this, the AI system has models that help it make predictions about content you'll find most relevant and valuable. These prediction models use underlying input signals to help select content you're most likely to engage with.

Below are some of the significant predictions–and input signals that inform them–that we use in this AI system.

How likely you are to report a comment you think goes against our Community Guidelines. Comments less likely to be reported are ranked higher