If Facebook now owns Instagram, could it be that some Instagram services are co-mingled with Facebook servers? If you're blocking the "Facebook" domain, depending on how Instagram resolves, it may land on a blocked Facebook server. Other times when pfSense is resolving Instagram it could resolve to a non-blocked (not Facebook) server. I think I read that pfSense uses the first IP of a domain and it will re-resolve when it needs to.
(?)
Just a shot in the dark.
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