We love to talk about how brands can use social media to drive conversation and form lasting audience connections. In many cases, this is still true, and many users are amazing at creating a positive online environment. Unfortunately, we all know that social media can often end up being more shocking and divisive than unifying.

There are plenty of reasons why social media can be such a challenging place, but one frequently cited culprit is the social media algorithm. It’s no secret that all the major platforms use technology to filter what shows up in our newsfeeds, but these formulas have started to favor more outrageous and contentious content than ever. Keep reading to discover why social media algorithms have created so much division and how each of us can overcome it.

What Are Social Media Algorithms?

Algorithm is a word that gets thrown around a lot, but what does it really mean? Basically, your favorite social networks developed formulas that automatically sort through users’ posts and decide which content your account will see first. The platforms then analyze your habits and use that data to decide which messages you’re more likely to share or comment on.

The original intent of social media algorithms was to keep providing each user with messages they enjoy and care about, and in theory it works well. You get to see posts you’re interested in, you spend more time on the site, and the platform can serve you more ads, thereby increasing their revenue. However, somewhere along the way, the algorithm started delivering unexpected consequences. Its creators did not account for our tendency to be combative and drawn to controversy. Part of it is our own fault as humans. We prefer to complain and argue, rather than speak kindly to each other – especially when we’re behind a computer screen. Because the algorithms are built to promote content that drives the most engagement, these combative and divisive posts tend to pop up first and go viral. And so the cycle of negativity continues.

Social media platforms have known for years that their algorithms favor polarizing and sometimes even offensive content. Back in 2018, an internal team at Facebook held a meeting with senior executives to share research and warn them that their current model was exploiting the human brain’s attraction to divisiveness. However, these concerns were dismissed, and only uncovered a few weeks ago in a report from the Wall Street Journal. Facebook’s leaders feared that altering their algorithm would result in censorship of their site, especially among right-wing users, and required too strong of a “moral stance.” Critics say Facebook’s leniency is allowing for spread of misinformation and hate speech, leading to the Stop Hate for Profit boycott among major brands. Other sites, including Twitter, Instagram and TikTok, also use algorithms to sort through the most engaging content, and as a result serve us divisive posts there as well.

How Can Individuals Use the Algorithm for Good?

If your social media algorithm is bringing you down, what can you do on an individual level to improve your feed? First, no matter how tempting it is to engage, we need to ignore content that is hateful and divisive. Writing back comments, clicking on pictures and DMing the post to friends only tells the algorithm that you’re interested in seeing more of these kinds of messages. When you see a post that is factually incorrect, spreading hate or pitting groups against each other, simply tap the “mute” or “hide” button. On Twitter, there’s also an option to report false information for the platform’s review, so that others aren’t fooled into believing it. With these actions, you’ll force the algorithm to learn that this isn’t the kind of content you want to see in the future.

Then, seek out and engage with accounts that drive productive conversation and provide accurate insights. We want to reward the people who are respectful and thoughtful, rather than those who create division. With these simple actions, you can start to turn your social media world into a more positive and productive environment, rather than one that brings you down.

Before we move on, we do want to note that it is incredibly important to surround yourself with diverse viewpoints and to hear different opinions that you don’t necessarily agree with. It can help give you see issues from other perspectives and also make you more informed about the topics you care about. However, posts that are ignorant, incorrect and downright offensive don’t help anyone – they only drive us further apart. These are the posts we need to be working against.

How Can Brands Help?

On a brand level, it’s our responsibility to be part of the solution. We ourselves can provide content that sparks discussion on important topics without being clickbait-y or sensationalistic. Posting relevant news, asking thought-provoking questions and moderating responses for harmful replies are all ways to encourage your followers to interact. This consequently encourages the algorithm to serve your posts to more people, even without starting an argument.

In such a stressful, unprecedented time, some users will be looking for a pleasant escape from the often-depressing news on social media. Accounts that provide a welcoming, positive atmosphere are poised to form better connections in the months to come. The more brand leaders that take this approach, the more your kind attitude can make its way around social media and make it a less divisive place to be.

For more advice on how to shine a light into social media, check back for our next article, Navigating Negativity Part 2: Tips to Spread Positivity.