The growing impact of algorithms on online behaviour
Algorithms have always shaped what people see online, but it now feels like they may be starting to shape people themselves as well.
As platforms become more personalised, feeds are no longer just reflecting interests. They are constantly learning from behaviour, engagement, watch time, and interaction patterns to decide what should come next. Over time, this raises a bigger question. Are you shaping your own algorithm, or is the algorithm shaping you?
This applies to both creators and consumers, and the effects may already be more noticeable than people realise.
How algorithms influence creators
As creators tailor their content to what performs best, the algorithm may slowly begin influencing how they behave and present themselves online.
Certain opinions, formats, tones, and personality traits tend to get rewarded more than others. Over time, this can encourage people to become more exaggerated, more performative, or more algorithm friendly versions of themselves.
In many cases, creators probably do not even realise it is happening.
If a certain type of content repeatedly performs better, it becomes natural to lean further into it. The shift is usually gradual. Nobody suddenly changes overnight. Instead, behaviour evolves slowly through repetition and reinforcement.
This is especially noticeable on platforms where visibility is tied directly to engagement. More engagement leads to more reach, and more reach reinforces the behaviour further. Eventually, creators can begin optimising towards the version of themselves that performs best online.
That does not necessarily mean people are being fake. In many situations, the process is likely subconscious. However, it still raises important questions about authenticity online and whether algorithms are conditioning people into behaving in specific ways.
Are algorithms shaping consumers too?
The same conversation also applies to consumers.
Does the content pushed to you over time slowly begin shaping your interests, opinions, and behaviour as well? At what point can you be sure it was your own choice that led to a change in perspective, rather than the algorithm subtly influencing it in the background?
I could see this happening because if the changes are subtle enough, people may become complacent to the content shifting gradually as the algorithm continuously primes them for the next change.
Recommendation systems are often described as neutral tools that simply respond to user behaviour. The assumption is that they show people more of what they already like. However, algorithms also influence behaviour by repeatedly exposing users to certain ideas, tones, and viewpoints while reducing exposure to others.
In that sense, the relationship may not be as one directional as people assume.
The algorithm studies you, but you also begin adapting to the algorithm.
Why online personalities are starting to feel similar
This may also explain why so much content online is beginning to feel repetitive.
Creators across completely different industries often use similar hooks, communication styles, content structures, and even personality traits because those behaviours have been reinforced repeatedly by algorithms over time.
Certain ways of speaking become rewarded. Others slowly disappear.
The result is that platforms can begin rewarding not necessarily the most thoughtful personalities, but the most algorithm compatible ones.
This creates an interesting problem. If creators are constantly adapting towards what performs best, are audiences still seeing genuine personalities, or highly optimised versions designed for engagement?
That line is becoming increasingly difficult to define.
The subtle nature of algorithmic influence
What makes this more complicated is how gradually it happens.
If an algorithm changed somebody overnight, it would be obvious. However, small behavioural shifts over long periods of time are much harder to notice.
Interests evolve slowly. Opinions become slightly stronger. Content becomes slightly more exaggerated. Personalities become slightly more performative.
Individually, these changes seem insignificant. Collectively, they may be shaping online behaviour far more than people realise.
This is why conversations around social media algorithms are becoming less about technology and more about psychology and behaviour.
What this means going forward
Most people would probably argue they are fully in control of what they watch, engage with, and believe online. That is likely true to an extent. However, if algorithms are constantly guiding attention towards certain types of content while filtering out others, it becomes harder to know how independent those choices really are.
The question is no longer just what algorithms are showing people online.
It is whether algorithms are quietly changing the people they are showing it to.
