Aimed at increasing user engagement, social media algorithms will intentionally show content in feeds that is misaligned with users' beliefs because such content is more likely to be commented on.

Facebook's algorithm chooses content to display on the News Feed based on user data

It employs machine learning to prioritize posts and ads based on user interactions, content type, and post timeliness, creating a personalized, engaging experience for each user.

Social media platforms benefit not just from ensuring they have satisfied users, but also from the personal data they scoop up and can then sell to online advertisers.

The first social media platforms date back to the late 1990s, and their algorithms were typically chronological, with entities like MySpace and Facebook feeding users content from the most recent posts to the oldest.

A major dopamine hit from social media use comes from unpredictability—not knowing if the content users post or share will get the 'like' from other users, triggering cycles of anticipation similar to those experienced with a slot machine.

Why TikTok's algorithm is likely driven by what you linger on

While the inner workings of the engine driving the vast majority of the app's engagement remain a secret, it is understood to rely heavily on what content users spend the most time watching rather than swipe past. Experts believe the app can develop user profiles robust enough for its algorithm to consistently match engaging content to in as little as two hours.

Social media can reinforce echo chambers that amplify pre-existing sentiments

A 2023 Nature study showed that exposure to diverse content left participants with unchanged core beliefs, suggesting social media alone cannot create hateful viewpoints. However, such platforms allow rhetoric to spread widely, potentially exacerbating geopolitical tensions.

Social media algorithms are shaping real-life language through memes

The evolution of the internet in the early 2000s supercharged the creation and spread of memetic content. Now, highly tuned algorithms on platforms like TikTok and YouTube influence the language, phrasing, and content of creators, which shapes how we use language in the real world.

Extremist groups have used Facebook to propagate misinformation and recruit members

For years, Facebook has been accused of taking a too-light approach to content moderation. While it's made strides in recent years, problematic content continues to thrive on the company's platforms.

YouTube's recommendation algorithm relies on over 80 billion daily pieces of information

These signals include which videos a user has watched, searched for, and liked, as well as channel subscriptions and feedback selections, such as videos marked "not interested." Each user's viewing habits are compared with those of other users with similar habits, and this information is used to suggest additional content.

Balancing free speech while curbing misinformation has destroyed content moderation

Accusations of censorship and bias have led social media companies like Meta and X to scale back or abandon moderation tools—just as foreign propaganda surges. Researchers say their ability to track manipulation online has become severely limited.

Social psychologist Jonathan Haidt, author of The Anxious Generation, contends that children are losing the ability to pay attention as they spend half their lives perusing social media content designed to hook them.

Bias can manifest in algorithmic decisions because the program follows rules that may have been written by individuals unaware of their own biases.

The dead internet theory suggests that mostly bots are interacting online

The dead internet theory proposes that bots create most online content. These bots are believed to create social media posts to boost engagement and increase advertising revenue. However, the accounts doing the liking and commenting are also believed to be bots. The theory suggests governments use bots to manipulate public opinion.

AI is not good at understanding satire

Social media has become rife with misinformation. In response, some organizations have deployed AI-assisted programs trying to curb the spread of this inaccurate content. The problem is that misinformation and satire, rhetorically speaking, often use the same kind of language, something AI struggles to understand.

How the YouTube algorithm works, according to MrBeast

In this brief interview clip, the YouTube savant "MrBeast" summarizes how the YouTube algorithm—which he relies on to make his content go viral—actually works.

Meta has added video features to attract more young users to Facebook

Amid an aging userbase and competition from newer social networks like TikTok, Facebook has seen its perceived relevance and cool factor progressively decrease. The Local tab and dating features are among several efforts to counter this perception.

Why Google Search's ranking system combines filters, signals, and machine learning layers

Rather than static rankings, dynamic tools continually shift search results in real time. These include Twiddlers, which adjust ranking positions based on document traits and search context, and FreshnessNode, which reshuffles top results to prioritize timely informational content.

As thousands of lawsuits proceed against social media companies for alleged harm, social psychologist Jonathan Haidt lays out the seven main arguments for holding social media companies legally responsible.

Governments are now using generative AI to manipulate public opinion

A Freedom House report found that AI-powered disinformation campaigns and censorship tactics are spreading, with 16 countries utilizing the technology to shape online narratives or suppress dissent, as of 2023. In Venezuela, deepfake software was used to push pro-government propaganda with fake news anchors.

Conspiracy theories today are often born from online radicalization

New York Times tech columnist Kevin Roose examines how individuals become radicalized while using platforms like YouTube. Hate crimes that took place before the COVID-19 pandemic inspired the podcast, which looks at online commentators, algorithms, and isolation, and possible explanations for how increased online activity can sometimes lead to violent crime.

Explore features to customize your Facebook viewing experience

From prioritizing best friends and filtering what appears in the News Feed to viewing the digital history between you and anyone you're friends with, check out this list of shortcuts, features, tips, and tricks.

Reels have strongly influenced NASCAR’s social media strategy

With viewership and attendance tanking from 2008 to 2018, NASCAR knew it needed better marketing to reach the next generation of fans, so it designed a new social media and content creation strategy. Using these new methods, it achieved 27% follower growth in three years.

AI tools can reinforce existing societal biases—especially racial ones—because they are trained on human-created data containing implicit and explicit biases.

The 'Facebook papers' revealed the company prioritized profit over public safety

A whistleblower came forward with internal documents showing employees warned leadership about the company's role in fueling political unrest and misinformation. Systems like XCheck shielded high-profile users like President Donald Trump from normal content rules, often to avoid PR backlash.

X is a social media platform focused on real-time communication and content sharing

Users post and interact through short messages known as tweets. As of February 2025, X receives over 4.83 billion monthly visits, with users spending an average of 34 minutes daily on the platform.

Google Search trends reveal truths about society that traditional surveys miss

Studies of human behavior show that survey respondents may lie to present themselves more favorably. By studying anonymous search data, researchers have uncovered hidden racism, mental health struggles, and interest in taboo or stigmatized topics.

Social media can be a valuable public health tool, combating misinformation, advancing health research, boosting social mobilization, and raising awareness of health services and events.

Learn how the algorithms behind Tinder, Bumble, Hinge, and other dating apps work

Formerly based on the Elo rating system, which ranks chess players, the Tinder algorithm is built on user data, with more time spent on the app providing more data on user preferences from which to customize potential matches. OkCupid's match percentage algorithm relies on overlaps in users' search preferences and responses to a subset of over 4,000 questions.

Nonstop posting by Elon Musk provides calculated political and brand messaging

For a week in August 2024, Musk posted 650 times, including reactions to far-right influencers; promotion of his AI tool, Grok; and support for controversial political takes. He livestreamed himself playing Diablo IV for hours during that same week.

Threads offers sleek design but fails to deliver X's unique user experience

Despite its smooth setup, Threads lacks the algorithmic depth and cultural edge that made X (formerly Twitter) feel essential to longtime users. The overlap with Instagram contacts creates a less authentic space, limiting the raw, real-time energy people loved on X.

Why this artist staged a satirical romance with Mark Zuckerberg

Internet performance artist Harriet Richardson is using AI and Meta's social media tools to make it appear as though she's in a serious romantic relationship with Mark Zuckerberg. While the images generate laughs, Richardson also says they're part of a larger satirical project aiming to highlight the larger societal impact of Meta's decision to discontinue fact-checking content across its platforms.

Because they are built on content produced by humans, who possess biases, generative AI tools inherit prejudices and stereotypes from training data, which later appear in their outputs.

The majority of Meta's revenue comes from advertising

Since introducing Facebook Ads in 2007, ads have become the main way Meta makes money and keeps the social media platforms free for users. Meta's targeted ad program allows businesses to set a maximum advertising budget and be charged only for the actual number of impressions an ad receives. In 2025, $196.175B of Meta's $200.966B annual revenue came from advertising.

WeChat has become China's primary news platform, due to expansive user base and legacy media's adoption of the platform.

Facebook's internal documents show that though the company publicly plays down Instagram's harms, its own research found that Instagram has promoted mental health issues for teens.

Treating X like a product instead of a public space obscures deeper issues

Public outrage over Elon Musk's Twitter acquisition misses the point that the social platform has long failed to address hate speech, not just under Musk's ownership. Over 150,000 mentions of "leaving Twitter" were recorded over the weekend following Musk's takeover.

Social media addiction, though not a clinical diagnosis, refers to the idea that infinite scroll, notifications, and algorithms override one's ability to stop using them.

Mark Zuckerberg apologized for not doing enough to stop the spread of misinformation on Facebook ahead of the 2016 election

Leading up to the 2016 election, misinformation about both Donald Trump, Hillary Clinton, and even Barack Obama flourished on Facebook. In the final stretch leading up to the election, more than one-quarter of Americans visited a fake news site supporting either Trump or Clinton. Many fake news studies have widely different methods of measuring and assessing the impact of fake news, so the actual impact it had in the 2016 election is unclear.