Shaping your Reality: How TikTok (or any social media) Knows What You Like (Even When You?Don't)

The endless scroll of TikTok can feel like a rabbit hole of personalized entertainment. But how?exactly?does the app know which cat videos will tickle your funny bone or which DIY project will inspire your next weekend adventure? The answer lies with the complex TikTok algorithm, a master curator constantly learning your preferences.

How Does the TikTok Algorithm Work?

While TikTok?doesn't?reveal all the details, we know some key ranking signals:

1. User Interactions: The algorithm closely observes how users interact on the platform. It?considers likes, shares, follows, comments, and even the videos you add to your favorites. These interactions help TikTok understand your preferences and tailor recommendations accordingly.
2. Video Information: Captions, sounds, and hashtags play a role.??TikTok will notice your engagement with gardening-related content and serve more?of it?if you're into gardening.
3. Device/Account Settings: The algorithm considers your device type and account settings. For instance, if?you've?enabled location services, it might show you local content.
4. Content Creation: If you create videos, the algorithm pays attention. It gauges how well your content performs and may boost it if it resonates with viewers.
5. Behavioral Changes: TikTok adapts as your interests evolve. If you suddenly start watching cooking videos,?it'll?adjust your FYP accordingly.

This algorithm is a cornerstone of?TikTok's?success, enabling it to deliver relevant and engaging videos to?a?diverse?array of?users with varying interests and needs.?To better understand how this algorithm works,?let's?examine the hypothetical experiences of three different TikTok users: Alex, who is dealing with mental health issues; Bailey, who is interested in gardening; and Casey, who consumes adult-oriented content.

Alex: Seeking Support and Positivity

For Alex, TikTok becomes a potential source of support and positive reinforcement during a challenging time with mental health. When Alex first signs up, they might search for hashtags like #MentalHealthAwareness and #SelfCare. The TikTok algorithm notes these preferences and begins to show more content related to these topics. Over time, as Alex interacts more with this content—liking videos, sharing them, or following accounts that post similar material—the algorithm refines its recommendations. It?starts to prioritize?uplifting content, motivational speakers, and personal stories of overcoming mental health struggles. This tailored content can help provide Alex with a sense of community and understanding, which is crucial for anyone dealing with mental health issues.

Bailey: A Green Thumb in Digital Soil

Bailey, who has a passion for gardening, uses TikTok to explore gardening tips, plant care, and creative gardening projects. Initially, Bailey might search for #GardeningTips or follow popular gardening profiles. The algorithm quickly?picks up on?Bailey's interests and adjusts the content stream accordingly. It shows videos of unique planting methods, garden tours, and DIY projects, encouraging deeper engagement. As Bailey likes and comments on these videos, the algorithm continues to refine its suggestions, further enhancing Bailey's user experience.?This not only keeps Bailey engaged but also?helps them discover new gardening techniques and trends, enriching their hobby.

Casey: Navigating Sensitive Content

Casey,?who is?interested in adult-oriented content, represents a challenge for TikTok's content moderation and recommendation system. TikTok has community guidelines that restrict sexually explicit content, but users like Casey might look for content that is sensual or provocative without crossing these boundaries. The algorithm, recognizing Casey's interest through their search and interaction patterns, might recommend more mature but still guideline-compliant content. However,?it is crucial for the platform to maintain?a balance, ensuring that content does not violate its policies while still catering to user preferences. Therefore, Casey might notice that the content, while suggestive, never becomes explicit, reflecting TikTok's efforts to create a safe and inclusive environment.

Algorithm beyond obvious -?

Beyond Likes: The Secret Signals

But it's not just about explicit interactions. The time Alex spends watching a mental health video (let's say it's the entire clip) compared to how quickly she swipes past a comedy skit tells the algorithm even more. Likewise, for David, the algorithm might register that he watches gardening tutorials with sound on while funny animal compilations are muted and scrolled through quickly. These seemingly minor details paint a detailed picture of user preferences.

Content Cues: Hashtags and Captions

Even the content itself provides clues.?Hashtags on Sarah's mental health videos (e.g., #anxietyrelief #mentalhealthmatters) and keywords in David's gardening tutorials (e.g., #urbanfarming #composting) become indicators of their interests.?The descriptions and captions can also offer hints. Emily might see content with suggestive captions and hashtags linked to a specific genre, further personalizing her FYP.

How TikTok (or any social media) Shapes Perceptions and Warps Reality

TikTok's algorithm,?while undeniably adept at personalization, presents a potential danger:?the creation of?a warped reality.?Here's how the FYP can distort our perception of the world:

Echo Chambers Amplified:?Imagine?Alex?struggling with anxiety. The algorithm, feeding off their initial engagement with mental health content, creates an echo chamber. They see more and more videos about anxiety, potentially amplifying their worries and making it seem like the dominant experience in the world.

Confirmation Bias on Steroids:?Bailey, the gardening enthusiast, finds their FYP overflowing with successful harvests and perfectly manicured plots.?While inspiring, this curated feed?doesn't?reflect the realities of pests, weather challenges, and the time investment required for a thriving garden.?This confirmation bias can lead to unrealistic expectations and potential discouragement.

Sexualization: A Narrow Lens:?Casey's risqué FYP might present a distorted view of relationships and intimacy. The constant barrage of highly sexualized content can normalize unrealistic beauty standards and potentially create a skewed perception of healthy relationships.

Limited Exposure: The World Shrinks:?The algorithm's efficiency can become a trap. Users like Alex, Bailey, and Casey might get so engrossed in their personalized feeds that they miss out on broader societal issues, diverse perspectives, and content outside their immediate interests. This limited exposure creates a narrower and potentially inaccurate understanding of the world.

The Filter Bubble Trap:?The real danger lies in the subtle nature of this manipulation.?We scroll through our FYPs, consuming?content that feels relevant and enjoyable, unaware of the algorithm's role in shaping our perception.?This filter bubble creates a sense of reality?that may not accurately reflect the complexities and nuances of?the world outside our screens.

How Brands Can Leverage (and Exploit) It for Advertising

The FYP algorithm's ability to curate personalized experiences presents a golden opportunity for brands, offering several ways to reach target audiences:

Ethical Advertising:

• Targeted Content:??Brands can align their products with the interests reflected in users' FYPs. Alex, struggling with anxiety, might see ads for calming apps or meditation tools. Bailey, the gardening enthusiast, could encounter ads for new gardening equipment or organic fertilizers.?Casey,?while potentially exposed to more risqué content, could be shown ads for lingerie brands that promote body positivity and inclusivity.
• Influencer Marketing:?Partnering with relevant TikTok creators allows brands to tap into established communities built around shared interests. Alex might connect with mental health influencers who promote the brand's self-care products, while Bailey could discover gardening influencers showcasing the brand's tools.
• Educational Content:?Brands can create informative and engaging content within the FYP. Bailey might see short tutorials on using the brand's gardening tools, while Casey could encounter educational content about healthy relationships and body image alongside the brand's products.

Unethical Advertising:

• Exploiting Vulnerabilities:??The algorithm's ability to amplify?existing?anxieties or desires can be exploited. Alex, already struggling with mental health, might be bombarded with ads for unrealistic quick-fix solutions or products that perpetuate negative self-image.
• Unrealistic Portrayals:??Curated feeds showcasing only the positive aspects of a product or lifestyle can create unrealistic expectations. Bailey might see only perfectly manicured gardens achieved with the brand's tools, leading to discouragement when their?own?garden encounters challenges.
• Sexualization and Objectification:??Casey's FYP, already saturated with sexualized content, could be further bombarded with ads that exploit unrealistic beauty standards and potentially unhealthy sexual practices associated with the brand's products.

Navigating the Ethical Landscape:

Brands have a responsibility to use the FYP algorithm ethically.?This?means:

• Transparency:??Clearly?disclose sponsored content and avoid misleading users.
• Promoting Well-being:??Prioritize content that promotes healthy lifestyles and avoids exploiting vulnerabilities.
• Diversity and Inclusivity:??Showcase diverse representations within ads to challenge unrealistic beauty standards and promote positive body image.

By utilizing the FYP algorithm responsibly, brands can reach target audiences effectively while maintaining ethical standards and contributing to a positive online experience for users like Alex, Bailey, and Casey.

P.S - Using FYP to your advantage

Breaking Free: Expanding Horizons: It's crucial to be aware?of the FYP's influence.?Here are some ways to break free from the filter bubble:

• Challenge the Algorithm:??Seek out content outside your usual interests. Explore trending hashtags on different topics, follow diverse creators, and engage with videos that challenge your existing beliefs.
• Curate Your Feed:?Utilize the "Not Interested" button?to actively remove?content you find unhelpful or?negative. This?sends a signal to the algorithm to adjust your recommendations.
• Step Away from the Screen:??Disconnect from the constant stream of curated content and engage with the real world. Interact with people from different backgrounds, explore new hobbies, and actively seek?out?diverse perspectives.?

The Algorithm: A Matchmaker, Not a Dictator

The power of the TikTok algorithm lies in its ability to curate a personalized experience.?It doesn't dictate what you?see, but?rather?acts as a matchmaker, introducing you to content you might enjoy based on your past behavior. By understanding how the algorithm works, users can?not only?optimize their FYP experience?but also?be mindful of the content they consume.?After all, while a curated feed is entertaining, it's always good to explore beyond the algorithm's suggestions and challenge your viewing habits?from time to time.