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/Z4aEh00JIupic.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.
The mishap on Instagram comes following the post-grunge stars reuniting and hitting the road in 2024, after being on hiatus for over 10 years. The 1999 song was released as the lead single from their second studio album ‘Human Clay’ and became their first Top 10 hit. In recent years, it has become a karaoke classic, and also won over a new generation of fans after going viral online.
As well as the song ‘Higher’, some users have also suggested that Instagram is frequently recommending the song ‘Turn My Swag On’ by Soulja Boy to their Stories – but a spokesperson has said that is isn’t a glitch, but rather actually representative of how popular the song is with users on the platform.
In other Creed news, back in 2024, guitarist Mark Tremonti – also of Alter Bridge –opened up last year about his band’s reputation, saying he’d “rather sell tons of records and have people come at you” than the alternative. Frontman Scott Stapp has also stated in January 2025 that he has “hope” that Creed will write new material. Their last album was 2009’s ‘Full Circle’.
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