A new report from the Center for the Study of Organized Hate (CSOH) shared exclusively with WIRED found that Instagram, which is owned by Meta, is becoming a key avenue for cow vigilantes to share their violent exploits with a wider audience, and even raise money.
“It’s clear that Meta is complicit in the proliferation or the flourishing of cow vigilantism in India,” says Raqib Hameed Naik, founder and executive director of CSOH. These practices, Naik says, are likely in violation of Meta’s own policies around hateful and violent content.
Between February and August 2024, CSOH identified and analyzed 1,023 Instagram accounts run by users involved in cow vigilantism. Researchers found that 30 percent of the accounts shared content showing physical violence against Muslims involved in the cattle business. Some videos flagged by CSOH show high-speed car chases down India’s highways, where cow vigilantes tail and try to pull over trucks carrying cows. Others are more graphic, showing vigilantes beating men who they claim are engaging in cow slaughter or the cattle trade. One video, which garnered 5,200 likes, showed three frightened Muslim men in the trunk of a car. Another video shows a cow vigilante beating an older Muslim man with a wooden bat. That video received more than 1,200 likes.
The 121 Instagram Reels analyzed by CSOH showing physical violence against people transporting cattle garnered over 8.3 million views, and most were not labeled with the Meta filter that warns users of graphic content. CSOH found 53 accounts that had posted violent content were eligible for Instagram’s “Send Gift” function, which allows approved creators to earn money directly from donations from their followers. Other accounts would post bank details in their Reels or comments sections. “That means anyone on Instagram who likes their work can send them money to continue doing that violent extremist activity,” says Naik.
To test Meta’s systems, CSOH reported 167 posts that depicted violence using Instagram’s on-platform reporting systems. None of the posts had been removed as of October.