AI and Social Networks: Making Sense of Your News Feed

Have you ever wondered how social networks know exactly what you want to see? In this article, we’ll explore how artificial intelligence shapes your news feed, making your social media experience personalised and engaging, even if you’re new to the world of technology.

The invisible hand of social networking

Social networks like Facebook, Instagram and Twitter are designed to keep you engaged for as long as possible. Their main strategy is to understand what you like to see and give you more of it. They do this by using algorithms – sets of rules and calculations – that sift through all the possible content and decide what appears on your screen. These algorithms are constantly updated to improve the user experience and aim to show you the stories, photos and videos that are most likely to interest you. They keep you scrolling, clicking and interacting, which is good for both you and them. For you, it means you see more content you enjoy; for them, it means you spend more time on their platform.

How AI shapes your News Feed

At the heart of your social media experience is a sophisticated artificial intelligence system that decides what appears in your News Feed. When you first sign in, the feed may seem random, but as you start interacting – liking photos, commenting on posts, following friends and Pages – the AI begins to learn your preferences. It collects data on every action you take: the posts you like, the people you interact with, the time you spend on certain types of content, and even the times of day you’re most active. This information is fed into machine learning algorithms that process the data to identify patterns and trends that are unique to you.

But it doesn’t stop there. The AI also looks at the behaviour of users who are similar to you. If people who like the same pages as you also like certain other content, the AI might show you that content too. It analyses the content itself, looking for keywords and themes, and even analysing images and videos to understand what they’re about. This helps the AI determine the relevance of new content as it becomes available.

When it comes to ads, the process is similar but more granular. Advertisers provide criteria for who should see their ads, and AI matches these criteria to user profiles. It takes into account your browsing history, online purchases and even your location to show you ads that are most likely to be relevant to you. This is why you might see an ad for a product shortly after you search for it online. AI aims to make advertising less intrusive and more helpful by showing you ads that match your interests and needs.

Overall, AI creates your News Feed by continuously learning and adapting to your behaviour, ensuring that the content you see is as engaging and relevant as possible. This personalisation is what makes social media feel uniquely tailored to each user, enhancing your experience and keeping you connected to the world in a way that resonates with you.

Understanding user behaviour

Every action you take on social media contributes to a digital footprint that AI uses to better understand you. This includes obvious interactions such as likes and shares, but also more subtle behaviours such as how long you pause on a post before scrolling past it. If you often watch videos about cooking, the AI will note this interest and show you more cooking-related content. It also notices negative feedback; if you hide a post or mark it as irrelevant, the AI learns to avoid similar content in the future. By compiling all these data points, social networks can build a comprehensive profile that helps them deliver a more personalised experience.

The role of machine learning

Machine learning is a key component of how AI works in social networks. It involves training computer models to recognise patterns in data and make predictions or decisions, without being explicitly programmed for every scenario. For example, a machine learning algorithm can analyse thousands of posts to learn what makes content engaging. Over time, as it processes more data, the algorithm gets better at predicting which posts you’ll find interesting. This continuous learning process means that the AI’s recommendations get better the more you use the platform. It’s like having a personal assistant that gets to know your tastes better every day and refines its suggestions to match your evolving preferences.

Key factors that affect your feed

Here are some important elements that influence what you see:

Personalised advertising explained

Advertising is an important part of the social media business model, and AI plays a critical role in making it effective. As you interact with content, AI gathers information about your interests, hobbies and needs. Advertisers use this data to target their ads more accurately. For example, if you’ve been searching for gardening tips, you might see ads for gardening tools or nurseries. AI ensures that the ads you see are relevant, increasing the likelihood that you’ll find them useful rather than annoying. This targeted approach benefits both users, who see more relevant ads, and advertisers, who reach an audience more likely to be interested in their products.

Getting started with AI

You don’t need to be a technical expert to understand the basics of how AI affects your everyday life. By learning about these systems, you can gain insights into why you see certain content and how to better manage your online experience. Our materials are designed to make these complex topics accessible to everyone. We use simple language and real-world examples to explain how AI works in the platforms you’re already using. Even if you’re starting from scratch, you’ll find that a little knowledge can go a long way in helping you navigate the digital landscape with confidence.

Your AI journey starts here

Artificial Intelligence isn’t just a buzzword; it’s a technology that is impacting many aspects of our lives, often in ways we don’t immediately notice. By taking the time to learn more about AI, you’re equipping yourself with knowledge that can enhance your personal and professional life. Whether you’re curious about how your favourite apps work or want to explore new tools that can simplify tasks, understanding AI is a valuable step forward. We invite you to explore our other articles and resources, where we explore practical applications of AI in a variety of fields, all explained in easy-to-understand terms.

Whether you’re a student eager to learn or someone exploring new technologies later in life, our goal is to make artificial intelligence accessible and understandable. By breaking down complex concepts into simple explanations, we aim to empower you to navigate the modern world with confidence. Be sure to check out our other sections, such as AI Basics for Beginners and Practical AI Tools, to continue your journey into the fascinating world of artificial intelligence.