Unlocking the algorithm: make social media content work for you

When social media was first invented, your feed showed posts in the order they were shared. If your friend posted a photo at 3pm and another friend shared a video at 3.05pm, you would see them in that order.

But as millions more people joined social media, there was simply too much content* to show everything. Platforms like Facebook, Instagram and TikTok started using algorithms – computer programs that decide which posts appear in your feed.*

Every time you like, comment on or share a post, you give the algorithm clues about what interests you. It also pays attention to how long you watch a video and even which posts you pause on while scrolling.

According to the Institute for Internet and the Just Society, the main goal of most social media algorithms is to keep people using the platform for as long as possible. The longer people stay, the more opportunities they have to show advertisements.

Dr Brittany Ferdinands, a lecturer in digital content creation at the University of Sydney, said your social media feed becomes more personalised* over time.

“If you watch lots of Taylor Swift videos, for example, you’ll probably start seeing more Taylor Swift content,” she said.

Today’s AI-powered algorithms are very clever. They can work out what a video is about by recognising things like what’s happening on screen, the mood or vibe, the words being spoken, text in the video, the music and even its overall style.

“That’s why creators* now spend so much time making it obvious what their content is about,” Dr Ferdinands said. “Clear captions, keywords, spoken words and text on screen all help the algorithm understand where a video belongs. It’s one reason why Search Engine Optimisation (SEO) has become so important on TikTok and Instagram.”

When the internet keeps showing you the kinds of things it thinks you already like, it’s called a “filter bubble”.

The tricky part is that while this bubble can make your feed feel more enjoyable, it can also make it harder to discover new ideas, hobbies or interests.

“Years ago, you might have stumbled across a new TV show, artist or hobby completely by accident,” Dr Ferdinands said. “Today, most of our cultural recommendations are chosen by algorithms designed to keep us watching.

“That isn’t always a bad thing, it just means you’re seeing less content that challenges you or introduces you to different interests. The algorithm creates a comfort zone, and we can forget there’s a whole world outside it.”

The good news is that your algorithm isn’t set forever. The way you use social media can change what appears in your feed.

“One of the biggest frustrations is that social media often shows recommendations instead of the people you actually know,” Dr Ferdinands said. “But the algorithm assumes the people you interact* with most are the people you want to keep seeing.”

If you want to see more posts from your friends, Dr Ferdinands recommends liking and commenting on their posts, sharing their content or replying to their stories. Also search for their profile and interact with it from time to time. On some platforms, you can also switch to a “following” feed instead of the algorithm-powered feed.

Another way to teach the algorithm what you like is to quickly scroll past videos you don’t want to watch.

You can also tap “Not interested” on videos you don’t enjoy, and search for and watch more of the content you do want to see.

“Like, comment on and save videos that genuinely interest you and follow creators whose content you actually want appearing in your feed,” Dr Ferdinands said. “Occasionally search for something completely different to help introduce new interests into your recommendations.”

If your social media feed is making you feel unhappy or stressed, changing the way you use search and social media for just a few days can noticeably change the kinds of videos and posts the algorithm recommends.

The eSafety Commissioner – a government organisation for online safety – can sometimes work with websites and apps to have harmful posts, photos or videos removed. If the algorithm is serving you any concerning content, please tell a trusted adult. You can also contact Kids Helpline, where friendly counsellors are available 24 hours a day to listen and help. You can call 1800 55 1800 or chat with them online.

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GLOSSARY

content: any digital material, like text, images, videos, or audio, created and shared by users

feed: a continuous, updating stream of digital content, posts, images and videos

personalised: Built or designed to fit the needs of one single person

creators: someone who makes material like videos, images, or writing for the internet

interact: to communicate with someone

EXTRA READING

Part 1: Your digital wellbeing

Part 2: Your news filter

Part 3: Deepfakes and AI images

QUICK QUIZ

How has your social media feed changed the way you see posts over the years?

How does the algorithm get clues about your interests?

What is the main goal of the social media algorithm?

What is the downside of the ‘filter bubble’?

What are three ways you can change your algorithm?

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