Social media lets people share words, pictures, videos, and emojis. But a new study from the University of Michigan says that some groups feel their posts aren’t getting seen as much. This is because platforms sometimes limit the visibility of certain users or content, a practice called “shadowbanning.”

Hidden from view

Although big platforms like Instagram, X (formerly Twitter), TikTok, and Facebook say they don’t do shadowbanning, the study suggests otherwise. Some users have been checking if their content is being suppressed by what the researchers call “collaborative algorithm investigation.” They test each other’s suspicions and share what they find.

The study looked at people from different races, genders, and sexual orientations. Many who felt they were shadowbanned said they felt frustrated, got less interaction on their posts, and had a negative view of the platforms.

This study supports earlier findings that show marginalized users, especially Black and transgender individuals, face unfair treatment in how their content is moderated online.

“The platforms can help these marginalized groups by improving their communication related to shadowbanning (especially about why certain categories of content are suppressed) and by validating users’ experiences instead of denying that they suppress content,” the authors conclude.