The Internet Algorithm

The good and bad of personalized content suggestions

We’ve all heard the term ‘algorithm’ used when referring to social media, the internet, and the content that we see. The idea that each search we enter, post we interact with, video we watch, or story we read is added to this all-knowing algorithm that then suggests more of the same content to us is a very real and observable idea. For example, say you’re shopping for a new pair of shoes (something I’m always in the market for). You do a search for the name of the pair you’re looking at and read some reviews from others. Later on, you open another tab and go to YouTube. What’s the first suggested video you see? A ‘behind the design’ video from the manufacturer of that same shoe. You just got algorithm-ed in real time. The internet recognized that you sought out and interacted with content relating to X, so then recommended you more of X. That is at least my surface level understanding of it. By no means is this a new phenomenon, and I'm certainly not reporting breaking news to you; but it feels as though this is becoming more and more prevalent in our lives. So, as with most tech innovations, is this good or bad for the general population?

The good

On one hand, the algorithm and the personalized content it curates for you can be great for exploring a topic. Say you’re in the early stages of planning a move somewhere, so you’re starting to get an idea of average rent prices in various neighborhoods. You do some looking via whatever rental website you land on and feel like you have a general understanding of the market. A little later, you’re on the internet and see an article talking about the best times to move (spring/summer vs fall/winter) and variances in price based on the season. This is something you hadn’t considered before! If you wait an extra couple of months to move, it could mean saving a few hundred dollars each month. Now you can make a more knowledgeable decision about where AND when you’re moving. 

Additionally, the suggested content from algorithms can help you shop. For example, I’ve been going back and forth with the idea of buying myself a new xbox for awhile now.  I’ve spent some time reading about it, compatible monitor options, store locations that have them in stock, and so on. The other day, I was scrolling through my suggested Google news articles, and came across one that was promoting a deal through Verizon who had the console for 10% off! This $50 discount wasn’t quite enough to sway me to make the purchase, but I think this example illustrates this point well; I had been in the market for a product, and it provided me an opportunity to purchase said product at a discounted rate. 

The bad

As helpful as personalized content can be, it can unsurprisingly be harmful as well. In some instances, being fed content that is all very similarly aligned can lead to a tunnel-visioned outlook. In my life, for example, I’ve been attempting to gain some skills and knowledge relating to data analytics in hopes of landing a job in that area. (remains to be seen if that will come to fruition) That being said, my YouTube suggested videos consist of titles such as ‘5 Tips to become a Data Analyst’, ‘The ONE project you need in your analytics portfolio’, and so on. This over-saturation of content, all revolving around one topic, being fed to me has, at times, made me think, “well, I better find a way to make this work because there isn’t much else out there for me”. Fairly obviously, that’s absurd. There are so many other potential job-openings available that wouldn’t require any of the technical skills I’ve picked up, but because so much of what I am seeing is related to data analytics I feel that is the only path. 

Finally, the content suggested to us isn’t always timely or relevant. Suppose you’re shopping for a new car. You’ll probably spend a decent amount of time on dealerships’ websites browsing inventories, comparing models, researching consumer reports, etc. Finally, you make your purchase and drive home in your new car. But, you’re still getting ads and promotions for dealerships and vehicles for sale. Generally speaking, when people are car shopping they’re only looking to buy one car - not multiple! These ads continue to bombard you for the coming days while providing no value which can be annoying. In line with that scenario - at times it feels like the all-knowing algorithm makes a mistake. You’ll see a ludicrous Amazon product suggested for you as you browse Facebook. Something that has no relevance to you at all. While I’m sure said algorithm would have a thorough explanation for you as to why you’re seeing it, the suggestion still missed the mark. 

This has already been long-winded enough so I want to keep this wrap-up brief; The algorithm(s) we interact with can be immensely helpful when it comes to learning more about topics that interest us, and making discoveries we otherwise wouldn’t. But, as with everything, be mindful. Ask yourself, “Why am I seeing this content? Does this represent reality?

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