Navigating the Social Media Landscape

Abstract

How does the TikTok algorithm know what you are thinking before you even search it up? How do influencers rise to popularity? What does it take to capture a digital audience's attention in a saturated online atmosphere? Given the trajectory of artificial intelligence and its proliferation online, will there be any way to distinguish what is “real” and what is “fake”? Navigating the current social media landscape for creators and brands alike is a constantly evolving game of attempting to work with the algorithm instead of against it. TikTok’s “for you” feed revolutionized social media by prioritizing predictions of what users would want to see, rather than curating content they have already expressed an interest in. This has changed the way many popular social media platforms have organized their content. In combination with recommendations backed by unthinkable amounts of data, users are inundated with a never ending stream of addicting media that can have consequences socially and financially. This thesis delves into the relationship between content, data and data privacy concerns, artificial intelligence, and digital strategy as it relates to both individuals and companies in an ever changing, deeply interconnected digital environment.