Instagram is generating headlines for users’ Instagram posts without their knowledge, seemingly in an attempt to get those posts to rank higher in Google Search results.

I first noticed Instagram-generated headlines thanks to a Bluesky post from the author Jeff VanderMeer. Last week, VanderMeer posted a video to Instagram of a bunny eating a banana. VanderMeer didn’t include a caption or comment with the post, but noticed that it appeared in Google Search results with the following headline: “Meet the Bunny Who Loves Eating Bananas, A Nutritious Snack For Your Pet.”

Jeff VanderMeer (@jeffvandermeer.bsky.social)
This post requires authentication to view.
Bluesky Social

Another Instagram post from the Groton Public Library in Massachusetts—an image of VanderMeer’s Annihilation book cover promoting a group reading—also didn’t include a caption or comment, but appears on Google Search results with the following headline “Join Jeff VanderMeer on a Thrilling Beachside Adventure with Mesta …”

Jeff VanderMeer (@jeffvandermeer.bsky.social)
This post requires authentication to view.
Bluesky Social

I’ve confirmed that Instagram is generating headlines in a similar style for other users without their knowledge. One cosplayer who wished to remain anonymous posted a video of herself showing off costumes in various locations. The same post appeared on Google with a headline about discovering real-life locations to do cosplaying in Seattle. This Instagram mentioned the city in a hashtag but did not write anything resembling that headline.

Google told me that it is not generating the headlines, and that it’s pulling the text directly from Instagram.

Meta told me in an email that it recently began using AI to generate titles for posts that appear in search engine results, and that this helps people better understand the content. Meta said that, as with all AI-generated content, the titles are not always accurate. Meta also linked me to this Help Center article to explain how users can turn of search engine indexing for their posts.

After this article was published, several readers reached out to note that other platforms, like TikTok and LinkedIn, also generate SEO headlines for users' posts.

“I hate it,” VanderMeer told me in an email. “If I post content, I want to be the one contextualizing it, not some third party. It's especially bad because they're using the most click-bait style of headline generation, which is antithetical to how I try to be on social—which is absolutely NOT calculated, but organic, humorous, and sincere. Then you add in that this is likely an automated AI process, which means unintentionally contributing to theft and a junk industry, and that the headlines are often inaccurate and the summary descriptions below the headline even worse... basically, your post through search results becomes shitty spam.”

“I would not write mediocre text like that and it sounds as if it was auto-generated at-scale with an LLM. This becomes problematic when the headline or description advertises someone in a way that is not how they would personally describe themselves,” Brian Dang, another cosplayer who goes by @mrdangphotos and noticed Instagram generated headlines for his posts, told me. We don’t know how exactly Instagram is generating these headlines.

By using Google's Rich Result Test tool, which shows what Google sees for any site, I saw that these headlines appeared under the <title></title> tags for those post’s Instagram pages.

“It appears that Instagram is only serving that title to Google (and perhaps other search bots),” Jon Henshaw, a search engine optimization (SEO) expert and editor of Coywolf, told me in an email. “I couldn't find any reference to it in the pre-rendered or rendered HTML in Chrome Dev Tools as a regular visitor on my home network. It does appear like Instagram is generating titles and doing it explicitly for search engines.”

When I looked at the code for these pages, I saw that Instagram was also generating long descriptions for posts without the user’s knowledge, like: “Seattle’s cosplay photography is a treasure trove of inspiration for fans of the genre. Check out these real-life cosplay locations and photos taken by @mrdangphotos. From costumes to locations, get the scoop on how to recreate these looks and capture your own cosplay moments in Seattle.”

Neither the generated headlines or the descriptions are the alternative text (alt text) that Instagram automatically generates for accessibility reasons. To create alt text, Instagram uses computer vision and artificial intelligence to automatically create a description of the image that people who are blind or have low-vision can access with a screen reader. Sometimes the alt text Instagram generates appears under the headline in Google Search results. At other times, generated description copy that is not the alt text appears in the same place. We don’t know how exactly Instagram is creating these headlines, but it could use similar technology.

“The larger implications are terrible—search results could show inaccurate results that are reputationally damaging or promulgating a falsehood that actively harms someone who doesn't drill down,” VanderMeer said. “And we all know we live in a world where often people are just reading the headline and first couple of paragraphs of an article, so it's possible something could go viral based on a factual misunderstanding.”

Update: This article was update with comment with Meta.