Social media is a place where people create and share content with other human beings. And by others, we mean potentially the rest of the world. It has become the place we go to express ourselves, find a sense of community, and satiate the very human need for validation. In today’s day and age, social media has managed to insert itself into so much of what we do - online and offline. We curate our lives tirelessly for the sake of the feed as we spend countless hours browsing through others’ stories. And when we are not doing that, we head over to, you guessed it, more social media, to entertain us. Three hours of 10-second TikToks and Instagram Reels (even YouTube Shorts) have replaced the time that was earlier spent watching a feature-length movie, or dare I say, reading a book.
It does not help that behemoths such as Meta (which owns Facebook, Instagram, and Whatsapp) and Google spend huge sums of money and energy on understanding how the human mind functions. While on one end of the screen, you have a high schooler scrolling through their Instagram feed, on the other, you have entire teams of psychologists, researchers, and analytics trying to understand the depths of the human psyche and ways to hack it.
By no means am I insinuating that the likes of Mark Zuckerberg or Jack Dorsey had planned for this to happen. It just so happened to be a rare case of the right time, the right moment, and the right tech. A domino effect that made them incredibly rich. And the rest of us? Incredibly hooked.
The Core Premise of Social Media Algorithms
Social media algorithms are a way of curating the content we put out on social media platforms. The idea is to engage the user, so they stay on the platform longer. Let’s look at Instagram: do you see posts based on recency (i.e., when they were published) by the accounts you follow? No. You first see the posts and stories that you are more likely to engage with. This is also true for the search page and reels. You see a lot of content posted by accounts you don’t follow or may not even have interacted with. It may be that this is the first time you are seeing their content. But it engages you. You see one reel that soon becomes two. And so it goes.
It is the same case with how things are curated on TikTok’s “For You” page or YouTube’s homepage. This is the case with pretty much any platform whose core motive is to keep users engaged - whether it be Reddit, LinkedIn, Facebook, or Pinterest. They want to keep your attention on their platform so they show you content that will engage you i.e., keep you hooked.
However, this does make us wonder: how do they know what is engaging for you?
How Do Social Media Algorithms Work?
There is not a whole lot that is known about the inner workings of social media algorithms. After all, these algorithms form a core part of these giant corporations. They must guard this secret for the sake of their profits. Also, as a side note, to not reveal just how manipulative the whole operation is.
Here is what we do know about these algorithms: They are data-driven (basically they collect a lot of data from their extremely huge user base) and employ machine learning along with something known as “ranking signals,” i.e. signals that rank each piece of content in order to gauge its value for an individual user. The purpose here is to order and curate the content on a user’s feed/search results/homepage in a manner that engages them.
Given how there is a vast and ever-flowing stream of “content” on social media, it is vital that these algorithms seamlessly sift through content to only show an individual that which would pique their interest. This not only helps boost engagement but also shows users ads they would find appealing. This further helps fund the multibillion-dollar media-buying industry.
That being said, while we may be tempted to think that social media algorithms only show us what is relevant to us, this is far from the truth. They also show us what is trending in general. There are times when you may see a video on YouTube that is completely off the mark for you. But it has millions of hits. If it engages you and keeps you on the platform for longer, they are winning.