What is this feed?

A feed is the list of posts you see when you open the app or log in. It often seems as though this content appears ‘by itself’, but in reality, an algorithm is responsible for it. It is a programme that decides what to show the user and what to skip.

The algorithm takes into account what the user has viewed previously, what they’ve liked, what they’ve commented on, what they’ve searched for, and which content they’ve spent more time on.

Platforms have a vested interest in users spending as much time as possible on them. The longer someone browses their feed, the more adverts they are likely to see and the greater their engagement with the app. That is why algorithms often promote content that easily grabs attention. This isn’t always the most reliable or calm content. Often, it’s content that stirs up emotions, is sensationalist or controversial.