It’s a brutal battle to stay relevant on Instagram, and even more so to get noticed by the right audience. But, should we succumb to the algorithm asking for a sexy hook in lingerie, to up follower count?
Some social media influencers use the algorithm’s bias for their own benefit. Representation Pic/Istock
Last month, after I posed a snarky post about the atrocity that is the talk show called Two Much, hosted by Twinkle Khanna and Kajol, my follower count finally budged. It went up from 22,300 (where it had been since 2022) to 23,300, where it’s been sitting pretty since. And even though my account got six million views last month, it’s all quietened down now. My rant worked—because Indians love nothing better than bringing down Bollywood and its blatant nepotism and inherent bias — but the question was now what?
As a creator, engagement is paramount. But even if your content is smart, witty, life-altering wisdom, it can only touch people, if it reaches people. And that’s where we say hello to the algorithm. For me, a sore point has been to see content that is all about sound life advice on how to deal with family, society, life’s challenges — but the videos begin with/or are completely shot with the creator in his/her underwear or putting on clothes/or in a bikini. For example, a creator called Komal, who also is a life coach, talks about divorce, getting life back on track after a toxic relationship, being a single parent, not bending down to society (all pertinent subjects), but her videos sometimes open with her in a bra, putting on a t-shirt. And for a second, I am confused. Did this video need this hook?
They say it does. A 2020 study by the European Data Journalism Network and Algorithm Watch, says that Instagram’s algorithm prioritised posts showing “scantily-clad” men and women, with posts of women in underwear being 54 per cent more likely to appear in users’ feeds. In 2025, that percentage must have increased multifold. So, in that case, Komal has hit the bull’s eye where the message is serious, but the way it’s presented is strategic. She really doesn’t need me, or cares about me, getting incensed here.
Worldwide, creators have done what Komal’s doing. They use the algorithm’s bias for their own benefit — there are body positivity creators who cook in sexy lingerie, fashion and beauty influencers who make Get Ready With Me videos as they talk about trauma, relationships, confidence building — all as they also sell products and recommend what to wear, what to eat. Offline, the radical feminist group from Ukraine, Femen, protest topless against sexism, authoritarianism, and religion. Their form of protest is to free their bodies of patriarchy, and expose the hypocrisy as they get media attention to highlight important issues.
But what has always made me wonder (and I slipped in a Carrie Bradshaw reference here, IYKYK) is where does it leave a creator like me? I am confident, can speak to the camera, can write ranty carousels on what upsets me, but I can’t show skin on Instagram. I am one of those who places icons and emojis strategically to cover cleavage. And to try and fool the algorithm by posting content where I am not fully dressed, gives me the jitters. I admire and am in awe of anyone who can do it.
But here is my question: Are we really fooling the algorithm, or are we feeding the beast who then will want more of the same? If I talk about perimenopause or the challenges of being a mid-level, middle-age manager, all while wearing a bikini, am I not succumbing to the same pressures of society that we are trying to break through? And then, will not every creator, whatever their followers’ count be, struggle to get seen and heard, without using the clickbait hook of partial nudity?
But then people may say, hey, podcast bros seem to be getting all the eyeballs without being in their speedos. And if you are a stand-up comic or make funny skits, well, you got the numbers. Or if you rage bait with every single video, well, that works too. So, maybe I, you or anybody reading this who relates, just needs to make better content. Content that breaks through the clutter. Content that speaks louder than an algorithm.
All we can do is try. Like this column will, every week, without you ever knowing I am wearing my “I love my bed” pyjamas as I write it. Oops. ee you next week.
Ranting and raving about all that’s trending on social media, Aastha Atray Banan is an author, creator, podcaster, and the Editor of your favourite weekend read, Sunday mid-day. She posts at @aasthaatray on Instagram.
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The views expressed in this column are the individual’s and don’t represent those of the paper.
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