Have you ever noticed your favorite YouTuber mentioning “the algorithm” and saying that their video is not reaching many people? Or, maybe, you’ve tried growing your TikTok only to find that not many people seem to be interacting with it? Indeed, both these scenarios involve algorithms in social media.
What are algorithms?
Algorithms are the systems that determine the type of content that appears on our social media feeds. Although it’s extremely hard for users to be conscious of the algorithm on social media, some factors such as user interaction, video information and interests can reveal their presence. Essentially, the more a video is interacted with, the higher its chances are of being promoted to others. In true digital marketing fashion, the use of popular keywords, hashtags or sounds increases the likelihood of an algorithm pushing the content that incorporates those elements.
Impacts
Social media-based algorithms can definitely be beneficial, especially to brands that are trying to market their products on media platforms. Using trending sounds, keywords and topics can help them with visibility. Producing quality social content and posting it at optimal times will additionally ensure the help of the algorithm to reach a larger audience. For the regular user, algorithms are pleasing since they will create a personalized experience recommending content that they’re likely to enjoy.
On the other hand, there are negative effects that can be produced by a very strong algorithm. Regular users of social media can be affected by the “echo chamber” effect. This effect is observed when consumers are presented with information that reaffirms their current beliefs: they are only presented with information similar to what they already believe since the algorithm only promotes them that type of information. Furthermore, this phenomenon can cause misinformation or strengthening of false beliefs.
It’s crucial to be careful about the content we consume on social media. To combat biased perspectives in media, we need to know how to recognize algorithms and how they create filter bubbles that can affect people’s lives especially regarding serious topics such as politics and health. Until social media platforms provide warning about algorithms, users must remain vigilant.
Sources
- Chung, M. (2024, September 12). Want to fight misinformation? Teach people how algorithms work. Nieman Lab. https://www.niemanlab.org/2024/09/want-to-fight-misinformation-teach-people-how-algorithms-work/
- FOX5 Vegas. (2024, November 7). Nevada attorney general looking at warning for algorithm-led social media platforms [Video]. https://www.fox5vegas.com/video/2024/11/07/nevada-attorney-general-looking-warning-algorithm-led-social-media-platforms/
- Williams, C. (2024, September 23). The impact of social media algorithms on public opinion. Tech Times. https://www.techtimes.com/articles/307600/20240923/impact-social-media-algorithms-public-opinion.htm
- Hutchinson, A. (2023, October 5). How the TikTok algorithm works [Infographic]. Social Media Today. https://www.socialmediatoday.com/news/how-tiktok-algorithm-works-infographic/730239/