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How Algorithms Shape the User Experience on Social Media Platforms
26 September 2024
BY SCOTT M. GRAFFIUS | ScottGraffius.com
Introduction
More than 5.1 billion people use social media. Algorithms shape every social media interaction.
Social media platforms allow people to create, share, and exchange information and content with others. There are too many platforms to list, but eight examples include:
Algorithms on social media platforms are a unique set of mathematical rules and signals that determine what content to display to users, and in what order. Algorithms are both architects and gatekeepers of user experiences on the platforms.
Social media is central to many people’s daily lives. However, the platforms employ incredibly complex algorithms and they typically keep their details secret.
The impacts of algorithms are widespread and profound. They can influence opinions, shape narratives, and potentially dictate social behavior. This article reveals how algorithms shape the user experience on social media platforms. After this Introduction there are seven parts:
From Simple to Complex
Social media platforms initially relied on simple chronological feeds. However, when user engagement (such as likes, shares, and comments) exploded, platforms decided to develop and implement more sophisticated methods, principally algorithms. Then, engagement-based models shaped by algorithms took precedence. Content that users were more likely to interact with was prioritized.
The rise of artificial intelligence (AI) and machine (ML) learning has further transformed these algorithms into powerful tools. For better or worse, they are entirely capable of hyper-personalizing content which can significantly influence perceptions and decisions. AI and ML are also discussed later in this article.
General Mechanics
A complex web of data points and signals is at the core of social media algorithms. Algorithms are composed of including five fundamental components:
Benefits and Risks
Algorithms curate content to match the preferences of individuals. That can present both benefits and risks.
Four benefits of algorithmic curation include:
Three risks of algorithmic curation include:
Algorithm-Savvy Marketing
Businesses and marketers must have a good understanding of social media algorithms. Further, as the digital landscape changes over time, so must strategies. Here are six principles for navigating this complex terrain:
Ethical Considerations
Algorithms shape user experiences, and that power carries significant responsibility. Here are four key ethical points and questions:
The Future of Social Media Algorithms
The future of social media algorithms is certain to be exciting and daunting. Several trends are emerging. They may impact the future of algorithms in the following five ways:
Conclusion
Each algorithm is a complex set of mathematical rules and signals that determine what content to display to users, and in what order. That gives them the ability to empower or manipulate users. Simply put, algorithms have a big impact on user experiences on social media platforms. It’s suggested that users advocate for ethical, user-centric design in the development and deployment of these algorithms as well as user control and transparency. When platforms adopt those measures, users will have a better experience.
For the references, how to cite this article, information about the author and more, continue reading.
References/Sources
How to Cite this Article
Graffius, Scott M. (2024, September 26). How Algorithms Shape the User Experience on Social Media Platforms. Available at: https://scottgraffius.com/blog/files/algorithms-and-the-user-experience.html. DOI: 10.13140/RG.2.2.29149.01767.
About Scott M. Graffius
Scott M. Graffius is a global leader in agile project management, an expert on teamwork tradecraft, an authority on temporal dynamics on social media platforms, a creator, a consultant, a trainer, an award-winning author, and an international public speaker.
He's generated over $1.9 billion of business value in aggregate for Global Fortune 500 businesses and other organizations he's served. Businesses and industries range from consumer products to advanced technology (including AI and R&D), e-commerce, music, streaming/OTT video, television, film, video games, financial services, government, and more.
Graffius and content from his books (Agile Scrum and Agile Transformation), talks, workshops, and more have been featured and used by businesses, professional associations, governments, and universities around the world. Examples include Adobe, American Management Association, Amsterdam Public Health Research Institute, Bayer, Boston University, Broadcom, Cisco, Deimos Aerospace, DevOps Institute, EU's European Commission, Ford Motor Company, Hasso Plattner Institute Germany, IEEE, Johns Hopkins University, London South Bank University, Microsoft, National Academy of Sciences, New Zealand Government, Oracle, Project Management Institute, Torrens University Australia, UC San Diego, TBS Switzerland, UK Sports Institute, University of Galway Ireland, U.S. Department of Energy, U.S. National Park Service, U.S. Tennis Association, Virginia Tech, Warsaw University of Technology, Yale University, Zurich University of Applied Sciences, and many others.
He delights audiences around the world with dynamic and engaging talks and workshops. He's presented sessions at 91 conferences and other events across 25 countries. Visit here to learn more and here to ask Scott to speak at your event.
About Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions
Shifting customer needs are common in today's marketplace. Businesses must be adaptive and responsive to change while delivering an exceptional customer experience to be competitive.
There are a variety of frameworks supporting the development of products and services, and most approaches fall into one of two broad categories: traditional or agile. Traditional practices such as waterfall engage sequential development, while agile involves iterative and incremental deliverables. Organizations are increasingly embracing agile to manage projects, and best meet their business needs of rapid response to change, fast delivery speed, and more.
With clear and easy to follow instructions, the multi award-winning Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions book by Scott M. Graffius (Chris Hare and Colin Giffen, Technical Editors) helps the reader:
Hailed by Literary Titan as “the book highlights the versatility of Scrum beautifully.”
Winner of 17 first place awards.
Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions is available in paperback and ebook/Kindle in the United States and around the world. Some links by country follow.
About Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change
Thriving in today's marketplace frequently depends on making a transformation to become more agile. Those successful in the transition enjoy faster delivery speed and ROI, higher satisfaction, continuous improvement, and additional benefits.
Based on actual events, Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change provides a quick (60-90 minute) read about a successful agile transformation at a multinational entertainment and media company, told from the author's perspective as an agile coach.
The award-winning book by Scott M. Graffius is available in paperback and ebook/Kindle in the United States and around the world. Some links by country follow.
Post-Publication Notes
If there are any supplements or updates to this article after the date of publication, they will appear here.
A PDF of this article is here
The short link for this article is: https://bit.ly/algo-ux
© Copyright 2024 Scott M. Graffius. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without the express written permission of Scott M. Graffius.
Introduction
More than 5.1 billion people use social media. Algorithms shape every social media interaction.
Social media platforms allow people to create, share, and exchange information and content with others. There are too many platforms to list, but eight examples include:
- Facebook,
- Instagram,
- LinkedIn,
- Pinterest,
- Snapchat,
- TikTok,
- X (formerly Twitter),
- and YouTube.
Algorithms on social media platforms are a unique set of mathematical rules and signals that determine what content to display to users, and in what order. Algorithms are both architects and gatekeepers of user experiences on the platforms.
Social media is central to many people’s daily lives. However, the platforms employ incredibly complex algorithms and they typically keep their details secret.
The impacts of algorithms are widespread and profound. They can influence opinions, shape narratives, and potentially dictate social behavior. This article reveals how algorithms shape the user experience on social media platforms. After this Introduction there are seven parts:
- From Simple to Complex (the genesis of social media algorithms),
- General Mechanics (the components of algorithms),
- Benefits and Risks (the upside and downside of algorithms),
- Algorithm-Savvy Marketing,
- Ethical Considerations,
- The Future of Algorithms on Social Media Platforms, and
- Conclusion
From Simple to Complex
Social media platforms initially relied on simple chronological feeds. However, when user engagement (such as likes, shares, and comments) exploded, platforms decided to develop and implement more sophisticated methods, principally algorithms. Then, engagement-based models shaped by algorithms took precedence. Content that users were more likely to interact with was prioritized.
The rise of artificial intelligence (AI) and machine (ML) learning has further transformed these algorithms into powerful tools. For better or worse, they are entirely capable of hyper-personalizing content which can significantly influence perceptions and decisions. AI and ML are also discussed later in this article.
General Mechanics
A complex web of data points and signals is at the core of social media algorithms. Algorithms are composed of including five fundamental components:
- User Engagement: Engagement is at the heart of algorithms. The more users interact with specific content, the more likely it is to be promoted within feeds. This initiates a cycle where popular content gains even more prominence.
- Content Prioritization: Here are examples of how different social media platforms treat content. The terms “advances,” “favors,” and “prioritizes” are used interchangeably.
- Facebook advances live videos.
- Instagram favors images and videos.
- LinkedIn prioritizes thought leadership posts.
- Pinterest advances pins about recipes, home décor, and fashion; and pins that link to external websites such as blogs.
- Snapchat prioritizes content that uses filters and lenses.
- TikTok advances videos that receive high engagement rates within seconds of being posted.
- X increasingly favors videos.
- YouTube prioritizes long videos with high watch times.
- Content Relevance: Algorithms prioritize content that aligns with users’ preferences and history. For example, if a user frequently engages with fitness-related posts, the algorithm will likely serve them with similar content. That tactic can enhance user satisfaction, but it can also lead to echo chambers. Those are environments that expose users primarily to information that reinforces their existing beliefs.
- Freshness: Social media thrives on immediacy. Newer content often takes precedence over older posts. That compels brands, influencers, and others to maintain an apt posting schedule.
- Network Effects: Content gaining traction among a user’s network helps amplify its reach by spreading (more) rapidly, including possibly ‘going viral.’ There is no universal quantification for what constitutes ‘viral,’ but a post with 1 million or more views/impressions may qualify.
Benefits and Risks
Algorithms curate content to match the preferences of individuals. That can present both benefits and risks.
Four benefits of algorithmic curation include:
- Personalization: Individuals tend to interact more frequently with content that aligns with their preferences.
- Content Discovery: Algorithms can facilitate the introduction of content and accounts that users may not have encountered otherwise.
- Reduced Information Overload: Social media platforms house a massive volume of content. Algorithms may help filter out the noise. By prioritizing relevant posts, algorithms can help individuals to focus on what matters most to them.
- Enhanced Engagement: As users find more of the content they enjoy, they will likely spend more time on the platform. This increased engagement also benefits platforms as they can monetize the increased time and attention through advertising.
Three risks of algorithmic curation include:
- Echo Chambers and Polarization: The potential formation of echo chambers is the most concerning byproduct of algorithmic personalization. Users are at risk of being shielded from differing perspectives. That is especially the case with political discourse; those situations can lead to polarization or increased polarization.
- Risk of Promoting Incorrect Information: The algorithms that prioritize engagement can potentially (by design or inadvertently) boost sensationalist content or incorrect information.
- User Fatigue: Users may experience fatigue or disillusionment when they become aware of the potential negative effects of algorithms. Users who feel that their experiences are being engineered may lose trust in the platforms, and they may stop using them.
Algorithm-Savvy Marketing
Businesses and marketers must have a good understanding of social media algorithms. Further, as the digital landscape changes over time, so must strategies. Here are six principles for navigating this complex terrain:
- Prioritize Quality Over Quantity: Create meaningful, engaging, and relevant posts.
- Engage Authentically: Engage with one’s audience in genuine ways such as through storytelling, user-generated content, and responsive interactions.
- Embrace Video Content: Use videos as platforms are increasingly prioritizing that content.
- Stay Informed: Marketers should be on the lookout for changes and be responsive to them.
- Leverage Data Analytics: Informed by metrics, marketers can adjust their strategies when needed.
- Experiment and Adapt: Platforms are continuously changing. Users’ tastes may change as well. Marketers should experiment with different content types, posting schedules, and engagement tactics to discover what works best for their audience.
Ethical Considerations
Algorithms shape user experiences, and that power carries significant responsibility. Here are four key ethical points and questions:
- Transparency: Users deserve to understand how their data is used and how content is prioritized. Increased transparency can foster trust between users and platforms. Is the social media platform transparent about how its algorithm works.
- Algorithmic Bias: Algorithms are not immune to bias as they often reflect the prejudices in the data they analyze. Is the social media platform taking steps to remove bias wherever possible?
- Content Moderation: What role, if any, should platforms play in moderating content?
- User Well-Being: Is the platform primarily focused on providing a great user experience? Or is it about doing anything and everything possible to generate time on the platform and obtain a presumed corresponding increase in revenue?
The Future of Social Media Algorithms
The future of social media algorithms is certain to be exciting and daunting. Several trends are emerging. They may impact the future of algorithms in the following five ways:
- Increased Use of AI and ML: AI and ML will continue to play a role in refining algorithms. As the technologies advance, algorithms will become even more adept at understanding user preferences and predicting behavior.
- Greater Focus on User Control: Users are becoming more aware of their data and how it’s used. Platforms may offer control to users, allowing users to customize their feeds and manage their engagement preferences.
- Ethical Algorithm Design: Ethical frameworks that prioritize user well-being, transparency, and accountability may gain prominence in the future.
- Integration of AR and VR: Social media platforms may incorporate augmented reality (AR) and virtual reality (VR) elements into their algorithms in the future. If that happens, the result will be immersive user experiences that transcend traditional content consumption.
- Community-Centric Algorithms: Algorithms in the future may prioritize community engagement and collective interests.
Conclusion
Each algorithm is a complex set of mathematical rules and signals that determine what content to display to users, and in what order. That gives them the ability to empower or manipulate users. Simply put, algorithms have a big impact on user experiences on social media platforms. It’s suggested that users advocate for ethical, user-centric design in the development and deployment of these algorithms as well as user control and transparency. When platforms adopt those measures, users will have a better experience.
For the references, how to cite this article, information about the author and more, continue reading.
References/Sources
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How to Cite this Article
Graffius, Scott M. (2024, September 26). How Algorithms Shape the User Experience on Social Media Platforms. Available at: https://scottgraffius.com/blog/files/algorithms-and-the-user-experience.html. DOI: 10.13140/RG.2.2.29149.01767.
About Scott M. Graffius
Scott M. Graffius is a global leader in agile project management, an expert on teamwork tradecraft, an authority on temporal dynamics on social media platforms, a creator, a consultant, a trainer, an award-winning author, and an international public speaker.
He's generated over $1.9 billion of business value in aggregate for Global Fortune 500 businesses and other organizations he's served. Businesses and industries range from consumer products to advanced technology (including AI and R&D), e-commerce, music, streaming/OTT video, television, film, video games, financial services, government, and more.
Graffius and content from his books (Agile Scrum and Agile Transformation), talks, workshops, and more have been featured and used by businesses, professional associations, governments, and universities around the world. Examples include Adobe, American Management Association, Amsterdam Public Health Research Institute, Bayer, Boston University, Broadcom, Cisco, Deimos Aerospace, DevOps Institute, EU's European Commission, Ford Motor Company, Hasso Plattner Institute Germany, IEEE, Johns Hopkins University, London South Bank University, Microsoft, National Academy of Sciences, New Zealand Government, Oracle, Project Management Institute, Torrens University Australia, UC San Diego, TBS Switzerland, UK Sports Institute, University of Galway Ireland, U.S. Department of Energy, U.S. National Park Service, U.S. Tennis Association, Virginia Tech, Warsaw University of Technology, Yale University, Zurich University of Applied Sciences, and many others.
He delights audiences around the world with dynamic and engaging talks and workshops. He's presented sessions at 91 conferences and other events across 25 countries. Visit here to learn more and here to ask Scott to speak at your event.
About Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions
Shifting customer needs are common in today's marketplace. Businesses must be adaptive and responsive to change while delivering an exceptional customer experience to be competitive.
There are a variety of frameworks supporting the development of products and services, and most approaches fall into one of two broad categories: traditional or agile. Traditional practices such as waterfall engage sequential development, while agile involves iterative and incremental deliverables. Organizations are increasingly embracing agile to manage projects, and best meet their business needs of rapid response to change, fast delivery speed, and more.
With clear and easy to follow instructions, the multi award-winning Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions book by Scott M. Graffius (Chris Hare and Colin Giffen, Technical Editors) helps the reader:
- Implement and use the most popular agile framework―Scrum;
- Deliver products in short cycles with rapid adaptation to change, fast time-to-market, and continuous improvement; and
- Support innovation and drive competitive advantage.
Hailed by Literary Titan as “the book highlights the versatility of Scrum beautifully.”
Winner of 17 first place awards.
Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions is available in paperback and ebook/Kindle in the United States and around the world. Some links by country follow.
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About Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change
Thriving in today's marketplace frequently depends on making a transformation to become more agile. Those successful in the transition enjoy faster delivery speed and ROI, higher satisfaction, continuous improvement, and additional benefits.
Based on actual events, Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change provides a quick (60-90 minute) read about a successful agile transformation at a multinational entertainment and media company, told from the author's perspective as an agile coach.
The award-winning book by Scott M. Graffius is available in paperback and ebook/Kindle in the United States and around the world. Some links by country follow.
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- 🇫🇷 France
- 🇩🇪 Germany
- 🇬🇷 Greece
- 🇮🇳 India
- 🇮🇪 Ireland
- 🇯🇵 Japan
- 🇱🇺 Luxembourg
- 🇲🇽 Mexico
- 🇳🇱 Netherlands
- 🇳🇿 New Zealand
- 🇪🇸 Spain
- 🇸🇪 Sweden
- 🇨🇭 Switzerland
- 🇦🇪 United Arab Emirates
- 🇬🇧 United Kingdom
- 🇺🇸 United States
Post-Publication Notes
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