No two people see the same social media feed. Every video, post and advert you see is chosen by an algorithm, a set of rules and predictions run by computers.

Why use algorithms?

Every minute, enormous amounts of content are uploaded. No one could see it all. Platforms use algorithms to rank and choose what each person is most likely to find interesting, so they keep watching, scrolling and coming back.

What signals do algorithms use?

• Your interactions: what you like, comment on, share and save.
• Watch time: how long you watch a video or pause on a post. Even without liking, lingering sends a signal.
• Relationships: accounts you interact with often get priority.
• Popularity: content that gets a lot of quick engagement is shown to more people.
• Recency: newer content is often favoured.
• Similar users: what people with interests like yours enjoy.

Machine learning

Modern feeds use machine learning, a type of artificial intelligence. The system constantly tests what you respond to and adjusts its predictions.

The good and the bad

• Good: you discover content, creators and communities you enjoy.
• Filter bubbles: you may mostly see views you already agree with.
• Sensational content: posts that trigger strong emotions often spread further, including misinformation.
• Endless scrolling: feeds designed for engagement can take more of our time than we intend.

Take control of your feed

• Use “Not interested” or “See less” on content you dislike.
• Follow a variety of reliable sources.
• Mute or unfollow accounts that upset you.
• Use chronological or “Following” feeds where available.
• Set screen-time limits in your phone settings.