The Algorithm Hungers

Feeding the Machine: Creating for Algorithms, Not People.

It’s easy to imagine platforms like YouTube, TikTok, or Facebook as meritocracies where the best content naturally rises to the top. But that belief overlooks one of the most powerful forces shaping our digital world: the algorithm. 

At its core, an algorithm is nothing more than a set of instructions to optimize data sets. But in the context of social media, it becomes a gatekeeper, sorting through millions of posts and deciding what keeps us scrolling. It’s not just about what’s good—it’s about what performs. And what performs is often shaped by what the algorithm deems valuable. 

We often think we’re creating content for an audience. But the reality is, our audience isn’t the audience itself. Our audience is the algorithm that determines how best to get to the people we want. 

Now Serving: Content of a Mysterious Origin 

That realization has profound implications. Creators and strategists don’t just make content—they make decisions tailored to fit secret, ever-changing rules. Should a video use trending audio? Should it be under 30 seconds or over 10 minutes? The answer lies not in consumer demand, but in how the platform rewards behavior. That’s why creators optimize titles, tags, thumbnails, and timing—not for people, but for machines. 

This optimization goes beyond social. Algorithms guide Google Maps to find you the best Thai food. They influence who gets what insurance rate. They even help determine your potential matches on dating apps. And increasingly, they shape the news we see, the ads we click, and the values we’re exposed to. 

The scary part? Most algorithms are black boxes. We can’t see their code. We can’t audit their decisions. We can only guess—and adapt. Content creators operate within yeses and no’s. Did this post perform well? Did that video flop? These inputs help train not just the algorithm, but the creator’s strategy. 

You Are What The Algorithm Serves You 

Algorithms don’t just influence what we like. They subtly define who we are. If creators adapt to the platform’s preferences and the platform adapts to user behavior, then where does genuine taste end and engineered behavior begin? 

This feedback loop—between platform, creator, and audience—creates a system where it’s hard to tell who’s shaping whom. Worse, it can be exploited. A small shift in what an algorithm promotes can influence politics, culture, even public health. That’s why some experts and lawmakers are calling for reform and oversight. When technology becomes this invisible and powerful, discernment becomes not just helpful—but necessary. 

In the end, we’re no longer just crafting stories for each other. We’re crafting stories for an unseen digital judge that decides who gets to see what. And whether we like it or not, we’re all playing by its rules. 

Contact us today to discuss how Truscott Rossman and Say More can help you with your campaign next steps.