“Follow Their Leader" is a crowdfunding platform that uses Instagram's own algorithm to ban hate-spreading accounts by buying them fake followers. Why? Well, Instagram doesn't automatically shut down extremist accounts. However, when they detect an account buying a large number of fake followers the algorithm automatically shadow-bans the account (meaning it removes the account from searches, limits reach, and hides posts - without alerting the account owner). In essence Follow Their Leader used a social platform's own algorithm against themselves to prove that the removal of hate-spreading accounts is a question of money, not technology.

The Non-violence project foundation is an NGO whose mission is to inspire, motivate, and engage people to prevent and reduce all forms of violence, both offline and online. Our brief was to bring their mission to life and prevent online violence from turning into physical violence, as numerous studies have shown that more people than ever are being radicalized on social platforms.

We looked towards Instagram as they only remove 18.8% of hate posts even though their guidelines state: “Follow the law. Instagram is not a place to support or praise terrorism, organised crime or hate groups.” They claim they don't have the technology needed to identify and remove it, but at the same time this content is proven to be the most engaging, which makes it profitable for Instagram to keep on the platform.

While Instagram claims they can’t detect and remove content automatically, their algorithm can detect and remove accounts that buy fake followers as that threatens their business model (fake followers are fake social media profiles that were set up with the intention of mass-following other social media accounts for money). So we decided to do something, never done before, to prove that the removal of hate is a question of money, not technology. We created Follow Their Leader - a crowdfunding platform where people could buy fake followers for hate-spreading accounts. Since Instagram's algorithm reacts to suspicious behaviour e.g. an unnatural rise in followers, we bought fake followers, which triggered Instagram’s algorithm. It shadow-bans the accounts - accounts already breaking the Terms & Conditions - and ultimately shut them.

Follow Their Leader is based on research by Center for Countering Digital Hate, which found a direct link between Instagram's inaction against extremist content and the profits it generates for Instagram. The Non-Violence Projects strategy was to not only expose how Instagram is actively not responding to the danger of extremists on their platform; but do something about it. Follow Their Leader proved that Instagram prioritizes profit over people. Because if the algorithm can easily auto-remove content with fake followers, why can’t it target hate?

The campaign was at first launched within the Non-Violence Project community on SoMe to avoid alerting the extremist accounts that were targeted. Later, an open letter to Instagram was released. The campaign strategy was to use Instagram's own algorithm that reacts in real-time to achieve the goal - get Instagram to meet with The Non-Violence Project to discuss self-regulation.

Hateful content has been proven to be the most engaging form of content, which makes Instagram's algorithms promote it to more people. This results in more time spent on the platform - ultimately generating profit. We knew Instagram’s algorithm triggers in real-time when it suspects fake followers as these hurt their business model ( advertisers don't want to pay for bots seeing ads). Using this insight we built a platform, where accounts that promote racism, homophobia, nazism, and violence were put up for sale. People could donate money, which we used to buy fake followers that got these accounts shut down. The campaign was launched in sub-groups on Instagram, Whatsapp, Youtube, Facebook, Reddit, Messenger, Twitter, and Telegram, to avoid alerting the targeted extremist accounts. Later, an open letter to Instagram was sent out on all platforms that revealed how we had used their own algorithm to prove their unethical priorities.

The campaign not only revealed how Instagram ignores extremists and other hateful influencers on their platform, but it also did something about the problem. Follow Their Leader shadow-banned all the selected extremist accounts by mobilizing enough people to buy several hundred thousand fake followers, which used the real-time trigger from their algorithm. Follow Their Leader gave an NGO the opportunity to hold the world's largest social media company accountable for the content on their platform by using their own technology against them. And it worked! The campaign reached its goal as Meta has now agreed to meet with The Non-Violence Project Foundation to discuss how Instagram can enforce their own guidelines to avoid online violence from ever turning to physical violence, paving the way for Instagram to become a less hate-focused platform.