The Basics of Social Media Algorithms

From what shows up on your Instagram feed to the next TikTok video that hooks you, algorithms are behind it all, curating content based on our habits and preferences.

They’ve been getting smarter, more intuitive, and maybe even a little too “in the know” about us.

So, what are social media algorithms really doing?

At their core, they’re a series of instructions telling the platform how to serve you content you’re most likely to engage with. The early days of these algorithms were simpler—they would just push popular posts up in your feed. If a post got a lot of likes, comments, or shares, there was a good chance you’d see it.

But now, algorithms have taken it up a notch. It’s no longer about just counting likes or shares; it’s about predicting what you’ll enjoy and keep watching. The algorithms “learn” by picking up data points from our every scroll, click, and pause. If you linger on a cute dog video or swipe past a workout ad, the algorithm will remember and use that to guide your next encounter with the app. It’s like they’re constantly updating their profile of us, anticipating our next move.

How Social Media Algorithms “Get to Know” Us

Here’s where things get really interesting. These algorithms aren’t just using a handful of data—they’re building a pretty complex digital version of us. Every tap and scroll adds to a profile that reflects what we like, what catches our eye, and what we’ll likely skip. From there, algorithms can connect the dots. If you watched a couple of cooking videos and then liked a post about yoga, the algorithm might think, “Ah, this person’s into health and wellness,” and start showing you more of that.

Privacy Concerns and the Personalization Dilemma

One big issue here is transparency—or the lack thereof. Users aren’t always clued in on what’s being tracked, and they have little control over the data that shapes their experience. This lack of transparency has led to growing calls for better data policies, giving people more control over their information. Governments worldwide are beginning to address these issues, pushing platforms to be more upfront with users and letting them opt out of certain data tracking.

The “Filter Bubble” Effect

One major side effect of algorithms is what’s known as the “filter bubble.”

Basically, as algorithms try to tailor your experience to your interests, they end up mostly showing you things that align with your current views or preferences, while pushing opposing views aside. It can feel like we’re getting only a slice of reality, shaped by what the algorithm “thinks” we’ll want to see. Over time, this can reinforce biases and even make it harder to see a range of perspectives, especially when it comes to news and current events.

Algorithms and Advertising: Making Money Off Your Scrolls

Let’s not forget one of the main reasons these algorithms exist: to keep you engaged so you’ll see more ads. Social media companies make money off of the time you spend on their platforms, and algorithms are like the engine that drives that engagement.

Ever look at some shoes online and then see ads for similar pairs across every app you open? That’s no coincidence—it’s the algorithm at work. These algorithms connect the dots from what we’re interested in, aligning ads to what will catch our eye based on past activity. From the business side, it’s all about finding that sweet spot where ads are relevant and engaging but (hopefully) not too invasive.

Where Social Media Algorithms Are Headed Next

Looking ahead, it’s clear that social media algorithms aren’t going anywhere. In fact, they’re likely to get even better at understanding us. With the rapid progress in AI and machine learning, algorithms may one day be able to respond to us in real-time, adapting to our mood, preferences, or even life goals.

Here’s a glimpse into what we might see in the not-too-distant future:

• Mood-Sensitive Algorithms: Imagine if an algorithm could sense your mood through voice analysis or facial cues and tailor your feed accordingly. If it detects that you’re stressed, maybe it’ll suggest calming content—meditation videos, scenic photos, or relaxing music.
• AI Companions and Digital Assistants: In the future, we could have AI-driven “companions” within our social media platforms, curating content to help us reach specific goals. If you’re focused on wellness, your AI companion might prioritize fitness tips, healthy recipes, and motivational content while filtering out distractions.