To be able to present its user with personal and relevant content and thus the best user experience, Instagram constantly updates and modifies its algorithms. This bachelor thesis investigates how continuous changes in algorithms on Instagram are affecting the social media strategies and activities for professional account holders such as companies, influencers and other media profiles. To approach the issue, email-based interviews and content analysis have been used as qualitative methods in the study. These two methods have allowed this thesis to examine in what way continuous changes of the algorithms can result in an experience of increased difficulty according to professional account holders in terms of their marketing activity. Aswell, it examines whether the sorting mechanism contributes to a perception of reduced visibility on the platform. The thesis discusses relevant factors to execute marketing activity effectively and successfully on the platform; these factors are summarized into a need for engagement and interaction, visibility and knowledge of the consumer's interaction pattern. How these factors matter is described in the study. After analysis of collected data it was found what account holders consider negative with Instagram’s algorithms, which is answered in this thesis. The result of the study shows that there is a perceived reduction in visibility and increased difficulty for professional account holders in terms of marketing activities. From a larger perspective, the study discusses potential challenges in terms of how algorithms and content filtering can affect the whole field of Information Architecture.

Innehållsfiltrering av internettrafik har kommit upp till diskussion i olika sammanhang sedan de första skolorna kopplade upp sig. Men frågan är hur arbetet med detta ser ut inom svenska grundskolor.En enkät skickades ut till Sveriges samtliga kommuner där personer med god insikt i denna verksamhet fick svara på olika frågor kring innehållsfiltrering. Avsikten var att få en bild av om innehållsfiltrering används och i sådana fall hur denna användes.Av totalt 290 kommuner var det 75 som svarade på enkäten. Resultatet visade bland annat att runt två tredjedelar av kommunerna använder någon form av innehållsfiltrering och att tillgången till pornografiskt material var en av den största anledningen, men även våldsbejakande extremism och bedrägerier. / Content filtering has come up for discussion in various contexts since the first schools connected to the internet. The question is how these issues are being addressed in the Swedish primary and secondary schools.A survey was conducted where questionnaires were sent out to all municipalities where subjects with good insight into this area were asked to answer various questions about internet content filtering. The intention was to get an idea of whether content filtering is used and in such cases how this was used.Of a total of 290 municipalities there were 75 participants. The results showed, among other things, that around two thirds of the municipalities use some form of content filtering and that access to pornographic material was one of the largest reasons, but also violent extremism and fraud.