There’s a question almost every social media user asks daily but rarely gets a clear answer to: “Why am I seeing this content?”
Every post, recommended video, or content from an unfamiliar user that appears in our feeds is determined by the decisions of an invisible algorithm. But are these algorithms truly transparent? Or are we still dealing with a digital “black box”?
Algorithms: Invisible Orchestrators
Platforms like Facebook, Instagram, TikTok, X (formerly Twitter), YouTube, and others use algorithms to answer the question: How can we keep users engaged for the longest time? These algorithms decide:
- Which content is shown first,
- Which posts stay in the background,
- Which ads reach whom and when.
Yet, as users, we often don’t know how this process works or what criteria are considered.
Why Algorithm Transparency Matters
- Freedom of Expression: Knowing why your content isn’t spreading or why it was removed is a fundamental digital right.
- Combating Disinformation: Understanding how misleading content is detected is critical for user trust.
- Use of Personal Data: How “personalized” recommendations are made reveals the extent to which our personal data is analyzed.
- Risk of Social Engineering: Algorithms don’t just shape individual content; they can influence public opinion. Transparency in their operations is vital for democratic societies.
How Transparent Are Platforms?
Some platforms have taken steps to make their algorithms more understandable:
- Instagram & Facebook: The “Why am I seeing this post?” feature shows basic signals (like history, interactions, and followed accounts).
- TikTok: Published a guide on how its For You page recommendation system works.
- YouTube: Introduced a panel explaining how watch history and user preferences impact recommendations.
- X (Twitter): Announced open-source algorithms but still maintains a structure too complex for most users.
However, these efforts are not yet sufficient to fully explain how algorithms operate.
Where Does the User’s Power Begin?
Users are not entirely passive in the face of algorithms. You can expand your influence through:
- Managing your watch and like history,
- Marking content you’re not interested in,
- Reviewing customization settings,
- Reading and limiting data usage policies in apps.
These small steps directly affect how algorithms define you.
The Future: Can We Have Transparent, Accountable, and Participatory Systems?
Algorithm transparency is a process that can evolve not only through platforms’ efforts but also through users’ active demands. Regulations like the European Union’s Digital Services Act (DSA) signal global steps toward greater algorithmic accountability.
However, true transformation comes with users’ digital literacy. A user who knows what they’re watching, why they’re watching it, and what they don’t want to see is the strongest defense against algorithmic manipulation.
The Transparency We Want Shouldn’t Be Limited to What’s Visible
On social media, not only the content but also the systems that display it should be visible.
Until we get clear and understandable answers to the question “Why am I seeing this content?” algorithms may be working for themselves rather than for us. Transparency is the cornerstone of trust in the digital world. And this principle grows stronger as users raise their voices louder.
