In the world of social media, we are all dancing to a rhythm that we didn’t exactly pick. Ever wondered why the videos you laugh at keep showing up on your feed? Or why your shopping cart gets a little fuller after just one quick scroll through Instagram? It’s not magic — it’s algorithms. But who’s calling the shots? And, more importantly, do we ever get a say in what appears on our screens? Let’s pull back the curtain and see who's really in control of what we see online.
So, What are Social Media Algorithms?
Social media algorithms are like the secret maestros of the digital world, determining what content pops up on your feed based on your behavior. These little lines of code analyze your interests, interactions, and even how long you pause on a particular post. According to Medium, over 90% of all online content you see is determined by an algorithm.
They’re not just keeping you entertained–they’re keeping you engaged, optimizing your experience to ensure you stick around for another scroll, click, or tap. But let’s not be naive. These algorithms don’t just serve you cute dog videos and influencer product reviews. They’re designed to nudge you in certain directions, shaping your digital experience based on the data platforms collect from you.
It’s a fine line between relevance and manipulation, and understanding the power these algorithms hold is key for both consumers and brands alike.
Who’s Really in Control?
Here’s the million-dollar question: who’s actually in control? Are you the one deciding what you see, or is it the algorithm pulling all the strings behind the scenes?
At first glance, it might seem like you’re in control. After all, you follow accounts, engage with posts, and make decisions about the content you want to see. But behind those choices lies a more subtle influence. Platforms like Facebook, Instagram, TikTok, and Twitter are constantly gathering data on your interactions, preferences, and even how long you watch a video.
Algorithms don’t care if you actually need that new product — they care about your attention according to Scientific American. In other words, the algorithms are in the driver’s seat, but the destination? Well, that's still determined by the platform.
Ethics and Control in the Algorithm Age
There’s a shadowy side to the algorithm-powered world. As marketers, it’s crucial to recognize the ethical responsibilities that come with engaging in these systems. Social media platforms have increasingly come under fire for using algorithms that promote content that amplifies division, misinformation, or harmful content.
That’s why marketers need to be vigilant. When developing campaigns, it’s not just about getting your content in front of as many eyes as possible. It’s about being mindful of what you’re promoting and how it might impact your audience. Strive for authentic engagement, value-driven content, and messages that positively resonate with your followers.
The Future: Where Do We Go From Here?
As social media algorithms continue to evolve, so too does the game. Multipost Digital discusses that we might see more personalized content experiences, tighter controls around data privacy, or even the rise of new platforms with different algorithmic models altogether.
In the meantime, understanding how these systems work is crucial for brands looking to stay relevant and connected with their audiences.
Ready to Take Control?
At Morris Agency, we help businesses craft content that stands out, resonates, and most importantly, performs. Reach out to us to learn how we can turn those social media algorithms into your business’s best friend.