Good to Know
- An algorithm is a set of rules used by apps and websites to decide what content to show you.
- Algorithms are designed to show you more relevant content on social media for as long as possible.
- Two people searching the same topic can get completely different results.
Soon people across Scotland will take part in the Scottish Parliament elections. During big events like this, social media fills up with posts, videos, headlines, memes and opinions.
But here’s the problem: you don’t see everything. What appears on your screen is chosen mostly by algorithms.
Understanding how algorithms work and how they influence what you see, believe and share is a key part of media literacy. Let’s do some digging.
What Is an Algorithm?
An algorithm is a set of rules used by apps and websites to promote what content to show you.
Social media platforms like TikTok, Instagram, YouTube, Snapchat and X (Twitter) use algorithms to:
- Choose what appears in your feed
- Help videos go viral
- Recommend posts, accounts, and trends
Algorithms are designed to keep you scrolling for as long as possible by showing you relevant content because the longer you stay, the more ads you see… which makes platforms money.
But How Do Algorithms Decide What You See?
Algorithms are designed to track what you do online, including:
- Videos you watch
- Posts you like
- Comments you write
- Accounts you follow
- How long you pause on a post
From this, they build a profile of what grabs your attention and then show you more of the same.
That means two people searching the same topic can get completely different results.
What Is an “Echo Chamber”?
An echo chamber happens when algorithms mostly show you content that matches your existing views and interests.
Over time, this can:
- Limit what perspectives you see
- Make opinions feel more powerful
- Make certain ideas seem more popular than they really are
This can be especially powerful during big news events, such as elections, protests or major world events.
Why Algorithms Can Spread Misinformation
Algorithms aren’t designed to care if something is true; only if it’s engaging.
Content that spreads fastest often include:
- Shock
- Anger
- Excitement
- Fear
- Outrage
- Interest
That means misleading headlines, stories and videos may spread faster than accurate information, simply because they trigger stronger reactions.
How Misleading Content Goes Viral
Here’s a common pattern:
- Someone posts a dramatic claim
- People react emotionally
- They comment, like and share
- The algorithm boosts the post
- Thousands (or millions) see it
Even if the information is wrong, the algorithm keeps pushing it because it’s getting attention.
How Algorithms Can Influence What You Believe
If your feed keeps showing similar messages, your brain can start to think:
“This must be what everyone thinks”.
This is called the illusion of consensus: when something feels widely accepted just because you see it often.
Over time, this can shape opinions, reinforce stereotypes and make it harder to spot biased or misleading content.
Simple Ways to Outsmart the Algorithm
You can’t turn algorithms off, but you can take control.
- Follow Different Voices – Add accounts with different views, backgrounds and experiences to balance your feed.
- Pause Before Sharing – Ask: Is this a reliable source? If not, don’t boost it.
- Check More Than One Source – Search the headlines. If no trusted sites are covering it, be cautious.
- Use Platform Tools – Most apps let you mark posts as “not interested”, mute topics and reset recommendations.
Why This Matters Now
During major events – like the upcoming Scottish elections – online spaces become crowded, emotional and fast-moving.
This can then lead to misinformation spreading quicker.
Understanding algorithms helps you:
- Spot content that made to influence you
- Avoid emotional traps
- Stay informed instead of misled
By questioning what you see and thinking before sharing, you can stay in control of your feed, your information and your opinions.