How do social media algorithms work?
Social media algorithms decide what shows up in your feed by watching what you do: what you watch to the end, replay, like, comment on or pause over. They show you more of whatever keeps you watching, because more time means more ads. That can turn your feed into a tunnel, but “Not interested”, new searches and resets help.
▶ Try it
Why it matters
Your feed isn't random: it's sorted by what keeps you watching. You'll see how a feed turns into a tunnel and how to make it more varied again.
In 5 minutes you'll be able to
- The app shows more of what you watch for a long time.
- That's how a feed can turn into a tunnel.
- “Not interested”, new topics and resetting bring variety.
What you'll practise
What the app learns
Flip the cards. What does the app make of what you do?
- ⏱️ You watch a cat video right to the end.
- The app notes: “Likes cats!” Tomorrow you'll see even more cats.
- 🔁 You watch a video twice, even though it annoys you.
- All the app cares about: watched for ages. Annoyance gets rewarded just like joy.
- 🕳️ You spend three evenings watching only diet videos.
- Your feed becomes a tunnel. Soon it looks like nothing else exists.
- 🙈 You tap “Not interested” on a video.
- The app shows you less of that. So you can help steer your feed.
Out of the tunnel
Zain only sees videos of arguments and drama now. He feels rubbish. Pick everything that helps him.
- Tap “Not interested” on drama videos
- Search for new topics on purpose, e.g. crafts or sport
- Reset his history or feed in settings
- Unfollow accounts that make him feel bad
- Leave angry comments on drama videos
- Just keep scrolling, something different will turn up
- Take a break and do something offline
Feed questions
Two more quick questions.
All the videos in your feed say the same thing. Does that mean everyone thinks that way?
- No. My feed shows what I watch a lot, not the whole world. (Answer)
- Yes, otherwise it wouldn't come up so often
Why does the app want you to watch for ages?
- Because it makes money from ads. More time means more ads. (Answer)
- Because it wants to teach you something
Remember
Your feed isn't the whole world, and you can reset it.
Your feed isn't the whole world.
Key facts
- Nearly half of US teens aged 13 to 17 (46%) say they are online almost constantly. · Source: Pew Research Center, Teens, Social Media and Technology 2024
- In the EU, the largest online platforms must offer at least one version of their recommendation feed that is not based on profiling you. · Source: EU Digital Services Act (Regulation (EU) 2022/2065), Article 38
- Since 25 July 2025, services in the UK are expected to follow Ofcom's Protection of Children Codes, which include measures on recommender systems, the algorithms that choose what children see in their feeds. · Source: Ofcom, Protection of Children Codes of Practice (Online Safety Act 2023), 2025
- Recommendation algorithms learn from signals like watch time, replays, likes, comments and shares, so even content you dislike can get boosted if you keep watching it.
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Questions people ask
Can you reset your social media algorithm?
Often, yes. Many apps let you clear your watch history or reset recommendations in settings, and tapping “Not interested” and searching for new topics also changes what you see.
Why does my feed keep showing the same things?
Because the algorithm shows more of whatever you watched longest. A few evenings on one topic can fill your feed with it, a so-called filter bubble or tunnel.
What is a filter bubble?
A filter bubble is when an algorithm keeps showing you content that matches what you already watch or believe, so other views and topics slowly disappear from your feed.
Why do social media apps want you to keep scrolling?
Most make money from ads. The longer you stay, the more ads you see, so the algorithm is built to keep your attention.
Related terms