Shadowbanning in Social Media: What It Is and How to Avoid It

By Matt Swieton

There are a lot of things to consider when managing the social media accounts for your business:
Is my content engaging? Am I using the right hashtags? Am I posting consistently enough?

These are important questions to ask when you're establishing your online presence. But here's the twist—could you be hurting your reach by trying too hard?

Many business owners notice that at some point, their posts stop gaining traction. Maybe you have 2,000 followers, but suddenly... no likes. No comments. No movement.

"What the heck is going on?"

Your account might be shadow-banned. It's not as dramatic as it sounds—but it's definitely not good.

Shadow-banning happens when the platform's algorithm restricts your content from being widely seen, often without any notification. It’s designed to filter out spam, bots, and potentially harmful content—but sometimes legitimate accounts get caught in the crossfire due to some easily avoidable mistakes.

Let’s break down what might be causing it:

1. Posting Too Much, Too Fast

If you're posting content at a high frequency (think: 5+ times per day), it can trigger spam-detection mechanisms. Algorithms associate this kind of post-volume with bots. Ideally, you want to stick to 1–2 quality posts per day, spaced out and strategically scheduled.

2. Repetitive or Banned Hashtags

Using the exact same hashtag set for every post is a red flag. The algorithm sees it as lazy—or worse, spammy. Worse still, if one of your hashtags has been flagged by the platform (yes, even seemingly innocent ones can get banned), your post visibility takes a hit. Use rotating, relevant, and researched hashtags. Check regularly to ensure none are broken or banned.

3. Copy-Paste Captions

Posting identical captions over and over is a big no-no. This signals low-effort, automated posting. Even if your messaging is similar, tweak your captions—rewrite intros, vary your CTAs, and keep it fresh.

Pro Tip: Be Cautious Who Manages Your Social Media

As a business owner, it might be tempting to hand off your accounts to an employee, friend, or family member who offers to run things for a few hundred dollars a month. But if that person lacks experience—or a data-driven strategy—they could unknowingly tank your visibility and drain your marketing budget.

When hiring a social media manager, make sure their strategy is built to avoid shadow-banning, grow your following, and increase engagement.

Twin Heron Digital Services: Data-Driven Strategy for Real Growth

At Twin Heron Digital Services, based in Wallingford, Connecticut, we specialize in results-focused social media management for small businesses. Our approach is driven by data, not guesswork, ensuring every caption, hashtag, and post aligns with performance goals.

The difference with Twin Heron? We don’t just post—we pursue measurable business outcomes, so you see real results from your marketing investment.

Contact us:
Email: info@twinherondigital.com
Find us on social media: LinkedIn, Instagram, X, & Facebook.