The rise of algorithm-savvy social media users

Some users are also taking advantage of platform features specifically designed to manage recommendations, such as Instagram’s Your Algorithm tool

Almost all regular social media users are taking steps to influence the content shown to them by algorithm-driven feeds, according to research from Brave Bison and its strategy and insights consultancy MTM.

The study, Generation Algorithm, found that 94 percent of regular social media users have actively managed what appears in their feeds, signalling a shift from passive content consumption to more deliberate control over digital experiences.

Users adopt strategies to influence algorithms

The research was based on a survey of 2,000 regular social media users across the UK and US, supported by cultural insight work and AI-assisted qualitative interviews.

According to the findings, users are employing a range of tactics to influence recommendations. These include liking or disliking content, following or unfollowing accounts, spending more time watching content they enjoy, quickly skipping content they dislike, searching for specific topics to influence future recommendations, and maintaining separate accounts for different interests.

Some users are also taking advantage of platform features specifically designed to manage recommendations, such as Instagram’s Your Algorithm tool.

Behaviour extends beyond younger audiences

While younger users are leading the trend, the research suggests algorithm management has become common across generations.

Seventy percent of Gen Z respondents said they actively direct the algorithm, compared with 64 percent of millennials and 47 percent of Gen X and baby boomer users.

The study also found that 88 percent of daily social media users think about how their online behaviour affects the content they are shown, with one in five saying they are constantly aware of the relationship between their actions and algorithmic recommendations.

Greater control linked to advertising receptiveness

The findings indicate that users who feel they have more control over their feeds report higher levels of satisfaction with their social media experience.

According to the research, those users are also 5.2 times more likely to say they are open to advertising. Meanwhile, 88 percent of respondents reported engaging in behaviours designed to “train” algorithms by influencing recommendations through searches, engagement patterns or account management.

The study also highlights the role of algorithm-driven platforms in content discovery. Gen Z users were found to be 17 percent more likely to discover new fan communities, 11 percent more likely to participate in those communities and 28 percent more likely to discover new interests than older generations.

Implications for brands and platforms

The research suggests growing awareness among users of how recommendation systems operate, creating new challenges for brands seeking visibility on social platforms.

Ric Hayes, Chief Strategy Officer, Brave Bison: "Algorithm-driven media has become the default way people discover content, products and communities online. What this research shows is that audiences are no longer treating the feed as something that simply happens to them.

"They are learning how to influence it, even if that process is still messy. For brands, this changes the rules of engagement. Relevance can't just be assumed because a piece of content has been targeted at the right demographic. It has to earn its place in a feed that audiences are actively shaping around their own interests, moods and needs."

Demand grows for transparency and control

MTM said the findings point to increasing demand for transparency and user control over recommendation systems.

Caroline Wren, Chief Executive Officer, MTM: "Generation Algorithm is about a shift in audience behaviour that platforms and brands need to take seriously. People still value discovery, but they want more say in how that discovery happens.

"The opportunity now is to build experiences that give people more confidence, transparency and control. Platforms that make this easier can create more satisfying online environments, while brands that understand these behaviours will be better placed to show up in ways that feel useful, trusted and relevant."