Who decides what we talk about each day? It feels spontaneous, with trending videos, controversial statements and shocking clips. But behind every viral moment stands an algorithm, optimized only for engagement.

Every one of us has done it: reading a headline, feeling a strong emotion and sharing it before even checking the full story. This impulse is exactly what social media platforms are built to exploit. Going viral has become the ultimate validation. Truth has become secondary in a design that favors popularity over integrity. Algorithms on platforms like TikTok, X or Instagram don’t ask whether something is accurate or constructive. They only ask if it triggers a reaction. The incentive structure of these social media platforms is simply to maximize attention. Success is measured in clicks, likes and shares and the loudest voice always wins.

Going viral shifts the power dynamic. Those who understand how to trigger reactions gain influence. The result of it is catastrophic misinformation, sensational content and declining trust in media. This incentive is also reshaping journalism itself. Newsrooms are under pressure to optimize headlines for clicks rather than clarity. Journalists compete not only with each other, but with influencers who can reach a wide audience.

Europe is trying to keep up. With the Digital Services Act, the EU has positioned itself as a regulator of these platforms and their power by demanding more transparency and responsibility. However, even regulation struggles against social media’s business models. As long as visibility equals revenue, social media platforms will prioritize what spreads faster and not what informs best.

Actual change requires more than a few regulations. We need to rethink how we value information that is constantly being fed to us. Algorithms who only care about engagement put media credibility in danger. To shift visibility, platforms should adjust their systems to prioritize credibility over clicks. Reach does not equal truth and we need to ask ourselves why we accept virality as reality.

Text: Nika Sikirica

Photo: image generated by ChatGPT

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