Instagram apologises for repeatedly suggesting Creed’s ‘Higher’ to “more people than intended”

Instagram have issued an apology and said that they are unsure why their algorithm is repeatedly suggesting Creed ’s ‘Higher’ to “more people than intended”.

Over recent weeks Instagram users may have noticed that when they go to post stories, one of the recommended songs that the platform recommends for them to have in the background is the 1999 hit song from the Tallahassee post-grunge stars.

Now, in a new report from CNN , it has been confirmed that the track is being pushed regardless of if it has anything to do with what users are posting, and it isn’t clear why.

While the rest of the world may have relegated “Higher” by Creed to an ironic karaoke favorite, Instagram's algorithm seemed to be proposing it to accompany anything that might be photographed or filmed. https://t.co/Z4aEh00JIu pic.twitter.com/ltIXizulZm — CNN (@CNN) October 8, 2026 Music recommendations on Instagram are usually generated by a mix of factors, including details drawn from what is being uploaded, as well as previous song selections from the users.

Despite this, more and more people have had Creed suggested to them – to the point where some have suspected that it could be part of a new promotional deal for the band.

“Posted on instagram about how instagram always tries to make me add ‘Higher’ by Creed to my stories and it turns out it’s happening to other people.

I feel like I’m uncovering a big conspiracy,” one person wrote on X last month.

“The algorithms want us to love Creed.” “I can’t prove it but pretty sure Creed is paying META to suggest their song ‘Higher’ on all Instagram Stories,” someone else claimed, while another user shared: “Every time I post an Instagram story the suggested song is ‘Higher’ by Creed?” Posted on instagram about how instagram always tries to make me add Higher by Creed to my stories and it turns out it’s happening to other people.

I feel like I’m uncovering a big conspiracy.

Theo algorithms want us to love creed pic.twitter.com/XiPD3rdGDJ — carmeb (@therealcbrad) September 30, 2026 I can’t prove it but pretty sure Creed is paying META to suggest their song “Higher” on all Instagram Stories — matthew stasoff (@mattstasoff) August 11, 2026 Every time I post an Instagram story the suggested song is Higher by Creed — the stabber (@quiet_homeboy) October 8, 2026 In CNN ’s report, they shared that a spokesperson for Instagram said they “looked into this and found that this song is being recommended to more people than intended”.

They also told the outlet that while they can’t work out why that song in particular is being recommended to so many users, they are “continuing to investigate” and have their engineers working to find a solution.