Name: Vincent Happiness Ojima 

Matric number: 230902053

Social media has become an important part of everyday life, especially among young people. Platforms such as Instagram, TikTok, X (formerly Twitter), Facebook, and YouTube are used for communication, entertainment, news, and even learning. Behind these platforms are social media algorithms, which play a major role in determining the content users see. Although many people use social media daily, few understand how these algorithms work and how much influence they have on behaviour and opinions.

A social media algorithm is a set of computer instructions designed to organise, rank, and recommend content to users. Instead of showing posts in chronological order, algorithms select content based on a user’s interests, interactions, and online behaviour. For example, when a user likes, comments on, or shares certain types of posts, the algorithm assumes that similar content will be interesting and continues to recommend it.

One major purpose of social media algorithms is personalisation. Since millions of posts are uploaded every day, it would be difficult for users to see everything. Algorithms help filter content so that users see posts that are more relevant to them. This can improve user experience by making social media more engaging and enjoyable. For instance, someone interested in sports may see more football-related content, while another user may see fashion or educational posts.

However, social media algorithms also have significant effects on user behaviour. Because algorithms prioritise content that generates strong reactions, such as likes, comments, or shares, they often promote sensational or emotional posts. This can encourage users to spend more time on the platform, sometimes leading to excessive screen time and reduced productivity. Many users find themselves scrolling for long periods without realising how much time has passed.

Another important issue related to social media algorithms is the creation of filter bubbles. A filter bubble occurs when users are repeatedly exposed to similar opinions, ideas, or viewpoints while opposing perspectives are filtered out. Over time, this can limit critical thinking and reduce exposure to diverse ideas. In terms of news and public discussions, filter bubbles can increase misinformation and polarisation within society.

Social media algorithms also influence mental health, especially among young people. Constant exposure to carefully curated content, such as ideal lifestyles or physical appearances, can affect self-esteem and emotional well-being. Algorithms may continue to recommend such content because it attracts engagement, even if it has negative psychological effects on users.

In Nigeria, social media algorithms play a growing role in shaping public opinion, trends, and even political discussions. Viral content spreads quickly, and algorithms can amplify certain narratives more than others. While this can be useful for awareness campaigns and social movements, it also makes it easier for false information to spread if not properly regulated.

Despite these challenges, social media algorithms are not entirely negative. They can be used positively to promote educational content, social awareness, and digital entrepreneurship. Many students and content creators use algorithm-driven platforms to share knowledge, build brands, and reach wider audiences. The key issue lies in how these algorithms are designed and how users interact with them.

In conclusion, social media algorithms are powerful technological tools that shape what users see, how they behave online, and how information spreads. While they improve content personalisation and user experience, they also raise concerns about mental health, misinformation, and limited exposure to diverse views. Understanding how these algorithms work can help users make more informed choices and use social media more responsibly in the digital age.