How Do Social Media Algorithms Work?

A photo showing popular social media apps installed on a phone.

A social media algorithm is pretty much a set of rules or instructions that decides what content you see when you scroll on social media platforms. These algorithms work behind the scenes, and they sort through the vast amounts of information generated by users every second to show you posts, videos, and ads that are most relevant to you.

Social media platforms like X, Instagram, and TikTok all use algorithms to manage the content that appears on your feed. These algorithms look at various signals from user behavior, including what you like, comment on, share, or even how long you watch a video. The algorithm then predicts what kind of content you might want to see next by analyzing this data.

The main goal of a social media algorithm is to keep users engaged and on the app for as long as possible. The longer you stay on the platform, the more opportunities the platform has to show you advertisements, which is how they make money. Engagement on social media includes things like liking a post, commenting, or clicking on links. When you engage with content, it tells the algorithm that you find that specific type of content interesting or valuable.

Algorithms look at many different factors when deciding what content to display. One of the main factors is relevance. This means the algorithm tries to match content with your interests based on your past activity. If you've been interacting with posts about cooking, you'll likely see more cooking-related content.

Another factor is recency. The newer the post, the more priority it gets because social media is, at its heart, about sharing current events and updates. However, this isn't always the case; some platforms might prioritize older content if it's still relevant or has gained new traction (via trends, etc.).

Popularity also plays a role. Posts that have received a lot of likes, shares, or comments might be shown more because they've demonstrated a broader appeal. This usually leads to a sort of snowball effect where popular posts become even more visible, which can sometimes overshadow content from less active or smaller accounts.

User relationships influence algorithms as well. If you interact a lot with certain accounts, their content is more likely to appear in your feed. This helps keep social media more "social" by showing you content from friends, family, or brands you follow.

The algorithm also takes into account the type of content. For instance, video content might be prioritized over text posts on platforms where videos engages the users better. This is exactly. why platforms like TikTok, which are video-centric, have algorithms that heavily favor video content.

Algorithms are usually adjusted or tweaked as time goes on. Social media companies update their algorithms to improve user experience, respond to feedback, or adapt to new trends in user behavior. These updates can sometimes change what kind of content users see, which can lead to complaints or adjustments in user habits.

There's also the aspect of personalization. Algorithms aim to tailor the experience to each user. This personalization can mean that two people using the same platform might see very different content based on their interactions. This can create echo chambers where users are mostly exposed to opinions and content that align with their existing views.

On the downside, algorithms aren't perfect. They can sometimes amplify misinformation or biased content if those posts gain enough traction. This is a challenge for platforms which must balance between showing engaging content and ensuring that content is accurate or beneficial.

Adding on, algorithms can influence real-world behavior. For example, if an algorithm promotes content that is emotionally charged, it might affect users' moods or even their political views. Or, as another example, if there are trends that promote dangerous behavior, it might cause harm to users. This has led to discussions about the responsibility of social media companies in managing the impact of their algorithms on the people.

The specifics of how each platform's algorithm works are often not fully disclosed, leading to a bit of mystery around exactly how content is chosen. However, through observation, testing, and sometimes leaks, we get information into what might be happening under the hood.

Algorithms also deal with privacy concerns. They collect data on your behavior to serve you better tailored content. This data collection has caused many people to become concerned about privacy and how personal information should be tracked or used.

Lastly, algorithms aren't just about showing you content; they also play a role in advertising. Advertisers use these algorithms to target their ads to users who are most likely to be interested (based on the same data points used for content selection). This can make ads more relevant but also raises a couple questions about advertising ethics and manipulation.

In summary, social media algorithms are complex systems designed to sort, prioritize, and deliver content to keep users engaged, informed, or entertained. They're continually evolving and reflect changes in technology, user behavior, and societal expectations. While they can give people an experience that is entertaining, they also come with responsibilities for platforms to manage the broader societal impacts of their automated decision-making processes.