How do social media platforms decide what shows up in your feed? Short response
Have you ever watched a baking video on TikTok or YouTube? If so, did your suggested video feed fill up with more baking videos?
2Start of paragraph 2 of 8 Those feeds are based on social media algorithms. Writer Jacob Brogan defines an algorithm as “a set of guidelines that describe how to perform a task.” Your favorite cookie recipe is a sort of algorithm. But the algorithms that power social media are even more powerful. They determine which content is pushed to users, according to business journalist Brent Barnhart. “Social networks prioritize which content a user sees in their feed first by the likelihood that they’ll actually want to see it,” he writes.
3Start of paragraph 3 of 8 This kind of prioritization is relatively new. In the early days of social media, platforms simply showed posts in the order they were created. But in recent years, social media platforms have learned how to keep users more engaged. They tailor feeds to individual interests.
4Start of paragraph 4 of 8 These algorithms are big business. Advertisers pay a lot of money to reach engaged users. Technology writer Catherine Wang says that algorithms on platforms like TikTok “learn” about users’ preferences over time. “If you click a dancing video, your feed would be customized to the entertainment category initially, then the following up mechanism will trace your behaviors for further analysis, which would eventually provide precise recommendations for you only,” she writes. This system works incredibly well. In 2019, researchers found that users spend an average of 52 minutes on TikTok each day.
5Start of paragraph 5 of 8 What behaviors do these algorithms consider? It depends on the platform. Many elements of these algorithms are secret. But in June 2020, TikTok published a blog post explaining some of the factors behind its “For You” tab. The content is based on the videos users like and accounts they follow. It also takes into account users’ captions, hashtags, language preferences and country setting.
6Start of paragraph 6 of 8 There’s a darker side to social media algorithms, too. Algorithms are designed only to keep you engaged. As a result, social media platforms don’t have much incentive to present you with the objective truth. Instead, they steer you toward attention-grabbing content. “Social media preys on the most primal parts of your brain. The algorithm maximizes your attention by hitting you repeatedly with content that triggers your strongest emotions — it aims to provoke, shock, and enrage,” said former Facebook employeeTim Kendall. That makes it hard to judge the accuracy of something you see on social media.
7Start of paragraph 7 of 8 People on social media tend to engage with content they agree with. That means algorithms present you with only a narrow range of views. They filter out different perspective. That can leave users in a social media “bubble,” explains psychologist Lisa Strohman to NBC News. “The reality is that all platforms now constantly feed us content that aligns with our own interests, friends and belief systems,” she says. “They are able to take what we browse or post about and feed us back our own thoughts gathered from other social media followers as though we have hundreds and thousands of friends feeling the same way.” That can cause us to overestimate the degree to which others agree with our own views, adds neuroscientist Don Vaughn.
What do you think? How do social media platforms decide what shows up in your feed?