Social media platforms leverage algorithms for content curation by analyzing user interactions, preferences, and behaviors to determine what content to display. These algorithms prioritize posts that are likely to resonate with each user based on their engagement history. By filtering information, algorithms enhance the relevance of content seen by users, promoting more meaningful interactions. This approach drives user engagement and retention, as personalized content increases the likelihood of likes, shares, and comments. However, reliance on algorithms can create echo chambers, limiting exposure to diverse viewpoints.