Investigating the impact of social media algorithm on content visibility and audience experience among undergraduates of Yaba College of Technology, Lagos

The growing use of the social media and the introduction of the algorithm mechanism has brought about growing concern especially among users of the internet. Algorithms serve as the primary mechanism through which content is disseminated on social media. By analyzing vast amounts of user data ranging from past interactions and preferences to real-time engagement patterns these algorithms curate feeds, effectively replacing traditional models of content distribution. This process ensures that users are continually presented with material that aligned with their interests, fostering prolonged engagement. However, while this enhances user experience, it also establishes a dynamic in which content creators must constantly adjust their strategies to remain visible within algorithm constraints. This study therefore investigated the perception of the use of social media algorithm among undergraduates of Yaba College of Technology, Lagos, Nigeria. In doing this, four hundred students of the institution drawn from eight schools and eight departments were surveyed to understand their perception of social media algorithms. Five research questions were generated for the investigation which are to know the level of awareness of Yaba College of Technology students about social media algorithm, to examine what factors influence the visibility of content in the social media feeds, to know what strategies Yaba College of Technology undergraduates employ to find content they want to see given the presence of the algorithm, to know how the undergraduates perceive potential biases and concerns about the ethical implications in the content they see on social media and to know how satisfied they are with the presence and content they encounter on social media feeds. The uses and gratification theory and the Selective exposure theory were the theoretical bedrocks of the study. Findings revealed that students, through experience, have recognized algorithmic patterns, even if they do not explicitly name or understand them as such, and are informed about how algorithms shape their digital experiences, they also demonstrate a clear desire for more transparency, ethical accountability, and diversity in the content they consume.