What Instagram is and how it makes money
Instagram is a photo and video sharing platform owned by Meta (the company that also owns Facebook). You create an account, post pictures or videos, and other users can like, comment, or share what you post. The app is free to use, but Instagram makes money by selling advertising space — companies pay to show you ads based on information Instagram collects about you.
When you use Instagram, you are not paying with money. You are paying with data. Every time you like a post, follow an account, or spend time looking at a photo, Instagram records that action. This information helps advertisers figure out which products you might want to buy, and they pay Instagram to show you those ads.
Understanding this exchange — free service in return for your attention and information — matters because it shapes what you see on the app and how your data moves around. Instagram's main goal is to keep you scrolling, because the longer you stay, the more ads you see.
Key Takeaways
- Instagram collects information about everything you do on the app — what you like, who you follow, how long you watch videos — and uses it to show you targeted ads.
- Your posts are visible to whoever you set them to be visible to (public, followers only, or close friends), but Instagram itself always sees them and can use them for advertising purposes.
- Instagram stores your data on its servers and shares it with other Meta companies and with advertisers, but does not sell your personal information directly to third parties.
- Anything you post can be screenshot, shared, or saved by other users, and you cannot fully control where it goes once it leaves your account.
- Deleting your account removes your posts and profile, but Instagram may keep some data for legal or safety reasons, and copies of your posts may exist elsewhere online.
What information Instagram collects and stores
Instagram collects far more than just what you post. When you use the app, Instagram records your location (if you allow it), what device you use, your IP address, which posts you like and for how long, which accounts you follow, which stories you watch, what you search for, and even posts you start to write but do not send. This information is stored on Instagram's servers indefinitely unless you delete your account.
If you use Instagram's camera features, the app also collects metadata — information about when and where a photo was taken, what device took it, and sometimes even what you were looking at when you took it. Even if you do not post the photo, Instagram may keep this data.
Instagram also collects information from outside the app. If you visit a website that has an Instagram button or pixel (a tiny tracking code), Instagram knows you were there. If you use your Instagram login to sign into other apps or websites, Instagram tracks that too. This cross-platform tracking helps Instagram build a detailed picture of your interests and behavior.
Who sees your posts and how Instagram uses them
When you post on Instagram, you control who can see it — you can make it public (anyone can see it), visible to followers only, or visible to a close friends list you create. However, Instagram itself always sees your posts, regardless of your privacy settings. The company uses your posts to train its recommendation system, to show you ads, and to enforce its rules.
If your account is public, anyone can screenshot your post, save it, or share it elsewhere. Instagram does not prevent this, and you have no way to know when it happens. Even if your account is private, anyone you accept as a follower can do the same thing. Once a photo or video leaves your account, you cannot control where it goes or how it is used.
Instagram also allows other Meta companies (like Facebook and WhatsApp) to see some of your information, and it shares data with advertisers — though not your name and contact details directly. Instead, advertisers see that someone matching a certain profile (age range, interests, location) saw their ad, and whether that person took action like visiting their website.
How Instagram's algorithm decides what you see
Instagram does not show you posts in the order they were posted. Instead, an algorithm — a set of rules a computer follows — decides which posts to show you first. The algorithm prioritizes posts from accounts you interact with often, posts that get lots of likes and comments quickly, and posts similar to ones you have engaged with before. This means you see a customized feed designed to keep you scrolling.
The algorithm learns from your behavior. If you spend a long time looking at fitness content, Instagram will show you more fitness posts. If you like posts from a particular account, Instagram will show you more from that account. This creates a feedback loop where the app gradually narrows what you see based on what you have already engaged with.
This system can create what is sometimes called a "filter bubble" — you see mostly content that matches your existing interests and beliefs, which can make it harder to encounter different viewpoints. Instagram does not disclose exactly how its algorithm works, so you cannot fully predict or control what will appear in your feed.
Privacy settings and what they actually control
Instagram offers several privacy settings, but it is important to understand what they do and do not do. Making your account private means only people you approve can follow you and see your posts. However, this does not stop Instagram from collecting data about you or showing you ads — it only controls who among other Instagram users can see your content.
You can turn off location tracking, which prevents Instagram from recording where you are. You can limit which apps can access your Instagram login. You can restrict who can comment on your posts or send you messages. You can also control whether your account appears in search results or whether people can find you by your phone number or email.
What you cannot do is prevent Instagram from collecting data about your activity on the app, or from showing you ads based on that data. Even with all privacy settings turned on, Instagram still tracks what you do and uses it for advertising. The privacy settings control visibility between users, not your relationship with Instagram itself.
What happens to your data if you delete your account
If you delete your Instagram account, your profile and posts disappear from the app within a few days. However, Instagram may keep some of your data for up to 90 days in case you change your mind and want to reactivate. After that, Instagram says it deletes most of your information, though it may retain some data for legal reasons, to prevent abuse, or to comply with laws.
Deleting your account does not remove posts that other people have shared or screenshots they have taken. It does not remove your data from backups or archives. It does not remove your information from other Meta companies' systems if it has already been shared with them. And it does not remove your data from websites that tracked you using Instagram pixels before you deleted your account.
If you want to reduce what Instagram collects before deleting, you can read a copy of your data first. Instagram allows you to request an archive of everything the company has stored about you — your posts, messages, photos you were tagged in, and information about your account. This process takes a few days and gives you a record of what Instagram collected.
Risks to be aware of
Because Instagram is public by default and posts can be shared widely, anything you post could potentially be used in ways you did not intend. Employers, schools, and other organizations sometimes search social media to learn about people. Posts you made years ago might resurface. Photos of your location or routine could be used to track your movements or target you for theft or harassment.
Instagram also has a history of security breaches and data leaks. In 2019, researchers found that millions of Instagram user phone numbers were exposed in a publicly accessible database. While Instagram has improved its security since then, no platform is completely safe from hacking or data misuse.
Young people face additional risks on Instagram, including pressure to present a perfect image, comparison with others, and contact from strangers. The platform's algorithm is designed to be engaging, which can make it hard to stop using even when it is affecting your mood or sleep. Instagram has faced criticism for not doing enough to protect young users from these harms.
Frequently Asked Questions
Can Instagram see my private messages?
Yes. Instagram reads your direct messages to enforce its rules against harassment, illegal activity, and spam. The company also uses message content to improve its recommendation system and to show you relevant ads. Your messages are not encrypted by default, so Instagram can see them.
Does Instagram sell my personal information to other companies?
Instagram does not sell your name, phone number, or email address directly to advertisers or data brokers. However, it does share information about your interests and behavior with advertisers, and it shares data with other Meta companies. It also shares information with law enforcement if required by law.
What does Instagram do with photos I take but don't post?
Instagram can access photos in your camera roll if you give the app permission. Even if you do not post them, Instagram may collect metadata about them. To prevent this, you can limit Instagram's access to your camera roll in your phone's settings.
Can I stop Instagram from showing me ads?
You cannot turn off ads completely on Instagram — ads are how the platform makes money. However, you can limit the data Instagram uses to target ads by turning off personalized advertising in your settings. This will not stop ads, but the ads you see will be less targeted to your interests.
Is it safe to use Instagram with a fake name?
Using a fake name does not make you anonymous on Instagram. The platform can still track your activity, location, and behavior. If you want more privacy, a private account with a fake name is safer than a public account, but Instagram will still collect data about you. If you want true anonymity, you would need to avoid the platform entirely.