Ethics & Algorithms: How Social Media Impacts Mental Health & Marketing

Social media has completely changed how businesses and brands market themselves. With algorithms deciding what we see, marketers can get their content in front of the right people at the right time. But there’s a huge ethical issue lurking behind all this—the same algorithms used to boost fun, engaging content are also the ones pushing harmful and toxic posts.

The Problem with Algorithms

Here’s the thing: social media platforms are built to keep us scrolling. They don’t care why we’re engaging, as long as we are. That’s great for marketers because it means we can use data to target audiences and get results. But it’s not so great when you realize these algorithms are also capable of promoting content that can literally harm people.

Platforms don’t create the bullying, but their algorithms can amplify harmful posts and create an environment that makes it worse. If algorithms are prioritizing content that increases engagement—no matter how harmful—it’s no surprise that studies show social media is linked to increased depression and self-harm, especially in teens.

This raises a big ethical question: Should platforms be held accountable for what their algorithms promote?

Where Social Media Marketing Fits In

As marketers, we’re part of this ecosystem, whether we like it or not. The same algorithms that boost harmful content are the ones helping our campaigns go viral. But that means we have some responsibility here.

Think about it: are your campaigns encouraging positivity and connection, or are they adding to the pressure and negativity that so many people already feel online? If your target audience includes young people, this is especially important. What you post—or pay to promote—matters because you’re influencing the content algorithms will push.

The Bigger Picture

This isn’t just about marketing. Platforms have the power to decide what content gets attention, and they should be held accountable when their decisions harm people. There was a time when politicians on both sides supported protecting kids online, but money and PR budgets seem to win every time.

So, What Can We Do?

As marketers, we have a unique position to push for change. Companies have major influence over social media platforms because they bring in the ad revenue. What if businesses demanded more ethical algorithms that don’t just chase clicks but actually prioritize user well-being?

On a smaller level, we can make sure our campaigns are responsible. Post content that uplifts people and avoids toxic messages. Be transparent with your audience. And if you see harmful trends or content being promoted, call it out.

Final Thoughts

Social media marketing is an amazing tool, but we can’t ignore the bigger picture. Platforms need to be held accountable for what their algorithms do, but we, as marketers, also have a role to play. Let’s focus on using social media for good—because at the end of the day, no viral campaign is worth contributing to the harm these platforms can cause.