Algorithms shape so much of our daily lives that it’s easy to forget they’re even in place. Playlists are chosen for us, and social media feeds have become echo chambers. Even our online shopping behavior is heavily influenced by computers and user data. In theory, all of this is meant to help; brands would be able reach their intended audience while users can discover new content and products. Lately, however, a new kind of digital weariness called algorithm fatigue has been making rounds on cyberspace.
Social media and streaming platforms
When we talk about algorithms in the context of the internet, it is a set of instructions or rules that a computer application, such as a social media or news website, uses to decide what content should be shown to a particular user. In social media, this is how each post is tailored to your preferences. For instance, your choice in songs may pull up another tune from the same artist or another band that’s within the same genre. Your single search for a product or service would result in that brand showing up on other platforms. While helpful, algorithms can limit the information a user sees online.
Repetitive or almost similar content can result in loss of interest or missed opportunities for new discoveries. More often than not, it encourages doomscrolling or aimless time spent online. A study also suggests a strong link between algorithm fatigue and resistance behavior, with fatigued users more likely to resist algorithmic recommendations. Anyone experiencing algorithm fatigue can take proactive measures to avoid or at least minimize its effects.
Turning off recommendations
Smart devices store user browsing habits, resulting in personalized recommendations and targeted advertising. These include previous searches and viewing habits of social media users to suggest similar content, which informs platforms of what their users are interested in. Turning off preferences or recommendations could solve this dilemma.
Customize feed
TikTok has a “For You Page” where it shows new content suggestions to its users depending on their interests. Facebook and other platforms would have a similar offering, which also means that users may get overexposed to the same roster of suggestions, and may even get the same post after a few scrolls. What users can do is customize the chronology of the posts to get the most recently published content.
Digital beak
The most immediate solution may be to take a break from social media. Digital detox, just like other kinds of detox, is essential to prevent burnout and sensory overload. This can help lessen factors that contribute to depressive symptoms, including negative social comparisons, cyberbullying, and information overload.
Conclusion
Algorithm fatigue shows that digital personalization is not always positive. Not only could it lead to general fatigue for the audience, but it also affects engagement and possible profit for online platforms. Managing said fatigue is not an outright rejection of technology, but knowing that algorithms could have this kind of impact could also inform brands, social media platforms, and users alike on how to build better experiences in a healthier way.
Photo credit: The feature image is symbolic and has been taken by Vitaly Gariev.
Sources: Cambridge / Hui Yang, et al. (ScienceDirect) / Roy Ramadhan, et al. (National Library of Medicine)
