Exploring the Consistency and Variability of Algorithmic Filter Bubbles : A Comparative Analysis of Instagram Reels and TikTok

The rise of algorithms on social media platforms such as TikTok and Instagram Reels presents new challenges in digital marketing. The opacity of these algorithms makes them comparable to a black box. This study conducts a quasi-experiment with 31 participants to assess the existence of filter bubbles in relation to gender and time spent on TikTok and Instagram. The findings indicate that both platforms exhibit a filter bubble effect, with Instagram showing a stronger effect compared to TikTok. This research provides a comparative analysis of these platforms' algorithms, offering insights into their influence and what affects them. The results contribute to understanding how personalization algorithms impact digital marketing strategies and user engagement on social media