Algorithm

An algorithm on social media is the behind-the-scenes engine that decides what you see (and don’t see) on your feed. It’s a set of rules and calculations used by platforms like TikTok, Instagram, or YouTube to sort, prioritize, and suggest content based on your past behavior. So if you ‘Liked’ five fitness videos in a row, chances are lots more will show up.

Algorithms consider factors like engagement, relevance, recency, and personal interests to deliver a tailored experience. While helpful for personalization, they’re often criticized for limiting the type of content you’re exposed to. So, for both users and creators alike, relationships with algorithms can feel a bit love-hate.