Who’s really in control? Understanding the goals behind “The Algorithm”
In our last post, we explored what people actually mean when they say "The Algorithm." Now let's dive deeper into something equally important: understanding whose interests these systems really serve, and how that affects your daily digital experience.
When you open TikTok, Instagram, or YouTube, it might feel like the platform is working for you – showing you content you'll enjoy, connecting you with friends, helping you discover new interests. But the reality is more nuanced, and understanding the different stakeholders involved can help you navigate these platforms more intentionally.
THE CAST OF CHARACTERS
Every algorithmic system serves multiple masters, each with their own goals and priorities. Let's meet the key players:
THE PLATFORM COMPANY
Primary Goals:
Maximize user engagement (time spent on platform)
Increase advertising revenue
Grow user base and retain existing users
Collect valuable user data
Beat competitors for market share
How this affects you: Platforms optimize for keeping you scrolling, clicking, and coming back – not necessarily for your wellbeing or best interests.
CONTENT CREATORS
Primary Goals:
Reach the largest possible audience
Maximize views, likes, and engagement
Build follower count and influence
Generate income through sponsorships, ads, or sales
Beat the algorithm to get more visibility
How this affects you: Creators often optimize their content for algorithmic success rather than pure quality or accuracy, leading to clickbait, controversy, or repetitive content.
ADVERTISERS
Primary Goals:
Reach their target demographic efficiently
Generate clicks, conversions, and sales
Build brand awareness and loyalty
Get the best return on advertising spend
Access detailed user data for targeting
How this affects you: Your attention becomes a product being sold, and your personal information helps advertisers target you more precisely.
YOU (THE USER)
Your Stated Goals:
Stay connected with friends and family
Be entertained and informed
Discover new interests and ideas
Feel part of communities
Learn new skills or knowledge
Your Revealed Goals (based on your behavior):
Seek instant gratification and dopamine hits
Avoid boredom at all costs
Consume content that confirms existing beliefs
Engage with emotionally charged content
THE ALIGNMENT PROBLEM
Here's where things get complicated: these different goals don't always align. In fact, they often conflict in ways that might not be obvious.
WHEN GOALS ALIGN
Sometimes everyone wins. For example:
A genuinely helpful tutorial video gets high engagement, satisfies viewers, generates ad revenue, and boosts the creator's following
A platform feature that helps you discover new music you love also increases your time on the platform
Content that sparks positive community discussions serves users while driving engagement
WHEN GOALS CONFLICT
More often, there are tensions:
Platform vs. User Wellbeing: The platform wants maximum engagement, but endless scrolling might harm your productivity, sleep, or mental health.
Creator vs. Quality: A creator might choose sensational or misleading content because it performs better algorithmically than nuanced, thoughtful content.
Advertiser vs. User Privacy: Advertisers want detailed targeting data, but users increasingly value privacy and data protection.
Short-term vs. Long-term User Satisfaction: Showing you content that triggers strong emotional reactions keeps you engaged today, but might leave you feeling worse over time.
REAL-WORLD EXAMPLES OF MISALIGNED INCENTIVES
THE OUTRAGE MACHINE
Social media algorithms often prioritize content that generates strong reactions – anger, shock, controversy – because it drives engagement. This means you're more likely to see political arguments, celebrity drama, or divisive opinions than balanced, thoughtful content.
The business logic: Angry users are engaged users who spend more time on the platform. The human cost: Increased anxiety, polarization, and a distorted view of the world.
THE ENDLESS SCROLL
Features like infinite scroll and autoplay are designed to eliminate natural stopping points, keeping you on the platform longer than you might consciously choose.
The business logic: More time on platform equals more ad revenue. The human cost: Lost time, reduced intentionality about media consumption, potential addiction-like behaviors.
THE FILTER BUBBLE
Recommendation systems often show you more of what you've already engaged with, creating echo chambers that reinforce existing preferences and beliefs.
The business logic: Familiar content is more likely to keep you engaged. The human cost: Reduced exposure to diverse perspectives, confirmation bias, and potential radicalization.
HOW TO RECOGNIZE WHOSE INTERESTS ARE BEING SERVED
Pay attention to these signals:
Platform-First Design:
No easy way to chronologically sort content
Constant notifications and re-engagement tactics
Features that encourage comparison (like public metrics)
Difficult-to-find privacy or time management controls
Creator-First Optimization:
Clickbait titles and thumbnails
Content that follows trending formats rather than original ideas
Excessive calls-to-action (subscribe, like, share)
Content optimized for algorithm timing rather than viewer convenience
Advertiser-First Features:
Increasingly sophisticated ad targeting
Sponsored content that mimics organic posts
Data collection that goes beyond what's necessary for service
Purchase integration within social platforms
STRATEGIES FOR BETTER ALIGNMENT
You can't completely escape these conflicting incentives, but you can be more intentional about how you engage:
SET YOUR OWN OPTIMIZATION TARGETS
Instead of letting platforms optimize for their goals, be explicit about your own:
What do you actually want to get from social media?
How much time do you want to spend on these platforms?
What types of content genuinely add value to your life?
USE PLATFORM TOOLS STRATEGICALLY
Most platforms offer some control features:
Turn off notifications except for direct messages
Use "following" or chronological feeds when available
Actively curate your follows and unfollow accounts that don't serve your goals
Use time limit features and stick to them
DIVERSIFY YOUR INFORMATION DIET
Don't rely solely on algorithmic feeds:
Follow news sources directly
Subscribe to newsletters or podcasts you've consciously chosen
Join smaller, more intentional online communities
Regularly seek out perspectives that challenge your existing views
PRACTICE CONSCIOUS ENGAGEMENT
Before opening an app, ask yourself:
What am I hoping to accomplish here?
How long do I want to spend?
What would make this time well-spent?
THE BIGGER PICTURE
Understanding these misaligned incentives isn't about becoming paranoid or abandoning social media entirely. It's about becoming a more conscious participant in these systems.
When you understand that your attention is valuable, that your data is being monetized, and that platforms are optimizing for engagement rather than your wellbeing, you can make more informed choices about how to engage.
The goal isn't to "beat" the algorithm – it's to use these tools in ways that genuinely serve your interests rather than just the platform's business model.
LOOKING AHEAD
As AI and machine learning become more sophisticated, these alignment challenges will likely intensify. Platforms will get better at predicting what will keep you engaged, advertisers will get more precise in their targeting, and the line between authentic content and algorithmic optimization will continue to blur.
But awareness is the first step toward agency. By understanding whose interests are really being served, you can start to reclaim some control over your digital experience.
In our next post, we'll dive deeper into the concept of an "information diet.” Much like our nutritional diet, we will explore what it means to be intentional about the media you consume, how to evaluate whether information sources are trustworthy, and practical strategies for curating content that actually nourishes your mind rather than just feeding the algorithm.
