The Role of Algorithms in Personalizing Social Media Content

The reason why we are all presented with different posts across social media is due to algorithms. These algorithms select and present news to users based on several factors. This process uses:

• Personal information
• Search history
• Privacy settings
• Platforms used
• Online shopping habits
• Information provided during website registration

There is plenty of discussion around the role of AI within social media and just how invasive the methods are for gaining sufficient data to form these astonishingly accurate algorithms presenting us with feeds that we like to see.

Similarly, brands must prepare content for social media in a way that ensures it doesn’t get lost in the vast flow of information. It’s important to note that the principles of algorithm operation differ on each platform.

For example, on one of the largest social networks, Facebook, it is crucial to focus on user engagement with posted content, as algorithms favour live broadcasts and accurate external content.

On the rapidly growing platform TikTok, algorithms select content based on account settings such as language and country. The informativeness of posted videos, including captions and hashtags, is also important. TikTok, coincidentally has come under fire by some like Donald Trump for the harvesting and storage of personal data.

Meanwhile, on Instagram, the timing of content publication and user engagement with specific posts remain critical factors.

This means that when a user shows interest in a specific post, the algorithms consider factors such as the length of the text, the time of posting, and the number of reactions.

Then, the information about the person who uploaded the post is analysed, and content visible to the user is generated accordingly.

The Consequences of Algorithm Operation – Created Filter Bubbles

Each of us follows accounts and engages with topics that match our preferences, values, or other criteria on social networks. This naturally creates connections with a limited audience that shares similar interests, even without algorithms. These tendencies are further strengthened by the algorithms operating on the platforms.

This phenomenon manifests in the social space as a filter bubble – an effect created by the fact that a user’s previous actions on social networks, behaviour, and provided information determine what content will reach them in the future.

As a result, users often encounter the issue of viewing certain topics from only one perspective, seeing opinions that align with their own, while failing to consider situations from multiple viewpoints.

To break out of this created social bubble, it is important to take a few steps. First, be aware that algorithms exist and try to understand them by observing profiles with different opinions, even if they are not particularly appealing.

Additionally, visit a wider variety of reliable websites than before, and remember not to trust everything presented on social media completely.

Final Word

Although algorithms are a great tool for shaping content that aligns with our preferences, they also pose a certain risk to the user’s perception of their environment.

It is important to critically assess the principles influencing the content of social networks, to know about the filter bubble and not to forget about its existence.

Sources: Reuter Institute, BBC, Digital Marketing Institute

The reason why social media became an integral part of our lives is quite simple – it gives us dopamine. As Nicholas Carr notices, “We like to feel connected – and we hate to feel disconnected.”

Our attachment to social media, which sometimes is even perceived as an addiction, comes down to some important variables.

One of them is personalized customer experiences. It is well known that we see content that is perfectly curated for us, since we are the target audience. The algorithm appears to be scarily accurate, almost as if we are being monitored beyond online searches… so lets delve into it all below.

What are LLMs?

Large Language Models (LLMs) are designed to comprehend and generate human-like text. With the use of LLMs, simulations become more immersive and realistic. In other words, soon it might not be easy to distinguish what is real and what is simulated. 

Generative agents are getting better and better in creating characters with depth and authenticity. These agents can generate virtual personas that exhibit a wide range of emotions. 

Talking of its relevance to social media, LLMs have enabled businesses to personalize experiences and campaigns.

Be good – Future AI’s are watching

On August 8th a computer scientist Andrej Karpathy made a post on “X” saying: “Be good. Future AIs are watching.“ Someone replied in the comments: “is this a threat Mr Karpathy”. 

Another person shared a meme, regarding the noticeable role of AI in today’s world:

Who is Andrej Karpathy?

Andrej Karpathy is famously known as a co-founder of OpenAI, where the main work fields of his were deep learning and computer vision. As of now, he is a CEO of Eureka Labs, which is “a new kind of school that is AI native.”

Butterflies – Bring AI to Life 

A great example of the integration of AI into social media is an app that showcases how human-like interactions can be simulated.

Butterflies – Bring AI to Life positions itself as an “innovative AI social networking app where humans and AI coexist.” The creators emphasize that their product represents a revitalized approach to connection and interaction. 

How does the app work?

With an end goal of creating an AI personality (butterfly) in mind, the user follows these steps:

• Chooses an art style that matches the admired aesthetic;
• Leaves a description of the character (or can be randomized);
• After the butterfly is generated, the name and the traits that best describe the butterfly are chosen;
• Expands on the information about the personality and chooses the profile image.

Then, the butterfly is ready to socialize. It looks like a regular social media app, the biggest difference – you are not the main character here, the customized AI person is!

Final word on the dynamic between AI and Social Media

As AI continues to learn and simulate our behaviors, we must ask ourselves: Are we simply users in this digital landscape, or are we becoming the data that shapes a new reality?

What does it mean for users if their behaviors can be simulated or predicted with increasing accuracy? These questions will become even more relevant much sooner than we realize.

If you are interested in this topic, we highly suggest you check out these articles:

• The Role of QR Codes in Evolving AI-Based Social Media Analytics
• Automation in Social Media ―Using AI to Personalize Customer Experiences
• AI system to tackle harmful social media content

The Impact of Misinformation in Everyday Life

According to the Cambridge Dictionary, fake news refers to “false stories that appear to be news, spread on the internet or using other media, usually created to influence political views.”

According to Statista, more than 70% of people living in Europe regularly encounter false information.

The spread of fake news reduces public trust in the media overall and has become a global issue. For example, in a significant number of European countries such as France, Spain, and Italy, trust in the media sits at only around 50%. People are seemingly finding it more difficult to decipher the truth and believe governments can control their news networks to pursue a certain line of messaging and avoid covering some stories.

This also poses a considerable problem because it can unfairly influence consumer decisions, leading them to make incorrect choices. Additionally, it shapes a misleading public perception of issues that are often of national significance.

Donald Trump’s Post Featuring Taylor Swift Sparked Controversy

In the United States, the presidential elections are soon approaching, so there is a lot of media coverage and discussion on this topic. One of the most recent events involves a candidate in the upcoming presidential race, Donald Trump, and the globally famous singer Taylor Swift.

Donald Trump posted on the social network Truth Social, where one of the photos shows Taylor Swift allegedly supporting his political campaign. The singer’s support would be valuable in the elections, as it could attract more voters, given that more than half of the adults living in the United States consider themselves fans of Taylor Swift.

Image credit: Photo posted by Donald Trump on Truth Social

This post sparked significant debate because the singer has not publicly acknowledged any support for a presidential candidate. Moreover, she has previously criticized Donald Trump. This raises suspicion that the post may have been created using AI.

Given that this message is used in a political context and may mislead the public, it could also lead to legal consequences. Another critical issue is that such situations may become more frequent, highlighting the need for proper legal regulation.

How to Recognize When News Is Fake?

To distinguish whether a text was generated by AI, consider the following aspects:

1. Sentences that are difficult to understand and rapidly changing topics.
2. Lack of any context.
3. Incorrect or omitted citations.

Regarding visual content, the following characteristics should be noted:

1. Mismatches in small details, such as the fingers on hands.
2. Distortions in the overall image.
3. In video recordings, characters’ movements may be noticeably slowed down.
4. Audio that does not match the visuals, i.e., pay attention to lip movements, which often do not correspond to the actual sound when using AI.

Example of fake photo. Image credit: NY Post

Our final thoughts on AI and misinformation

While artificial intelligence can be beneficial in various fields and for certain tasks, it also brings new threats and challenges. Over time, solutions will need to be found to help distinguish real news from false information created with the help of AI.

Sources: Cambridge Dictionary, Statista, TechCrunch, Truth Social, Capitol Technology University