The Conundrum of Social Media Algorithms: Are They Killing Engagement?

Social media was born from a simple promise: to connect people with each other and with the content they love. However, as these platforms have evolved, this promise has become muddied by algorithms that dictate not just what we see, but also whom we see it from. This selective visibility has frustrated many users and content creators who feel their voices are being unjustly silenced. But why do social media companies rely on these algorithms, and are they truly harming their own platforms by not letting followers see the content they’ve signed up for?

At the heart of this issue are the algorithms themselves—complex formulas that social media platforms use to manage the vast sea of content being posted every second. Initially, these algorithms were simple. If you followed someone, you saw their posts. As networks grew, the onslaught of posts became overwhelming. To enhance user experience, platforms like Facebook, Instagram, and Twitter began to implement algorithms intended to curate content in a way that kept users engaged for longer periods.

However, this curation comes at a cost. It’s estimated that on platforms like Facebook and Instagram, only about 10% of an account’s followers see their posts unless those posts receive significant engagement or the account pays for broader visibility. This model can be especially frustrating for small businesses and independent creators who rely on these platforms to reach customers and fans. They are often forced to spend more on advertising to ensure visibility, even to those who have already opted to follow their pages.

Critics argue that this model is fundamentally flawed. If someone chooses to follow a creator or business, they have a clear interest in engaging with that content. By limiting visibility, platforms are not only undermining user agency—the ability to choose what we want to see—but also potentially harming their own revenue models. As visibility decreases, so does engagement; disillusioned users may begin to look elsewhere for content that aligns more consistently with their interests.

There’s also a broader argument here about the cultural impact of algorithms. By prioritizing content that is deemed most likely to engage users, social media platforms might be homogenizing the online experience, stifling diversity and diluting the vibrancy that makes social media unique. Moreover, the frustration from users about not seeing desired content feeds into a larger narrative that social media is losing its relevancy and appeal, a dangerous perception for platforms that depend on active, engaged user bases.

Algorithms, in theory, help manage the deluge of content and maintain user engagement by presenting posts that are likely to interest individual users based on past behavior. Yet, this approach is clearly not without its drawbacks. As the digital landscape continues to evolve, perhaps it’s time for social media companies to rethink their reliance on algorithms, or at least adjust them in a way that respects user preferences more directly. After all, social media should be about enhancing connections, not controlling them. As these platforms mature, returning to a more user-driven model might not just be good ethics—it could be good business too.