"Whoever needs to see it, will see it": Motivations and Labor of Creating Algorithmic Conspirituality Content on TikTok
Ankolika De, Kelley Cotter, Shaheen Kanthawala, Haley McAtee, Amy Ritchart, Gahana Kadur
arXiv Preprint Archive June 20, 2025 preprint
Study at a glance
AI-extracted from the abstract| Characteristics | Qualitative study |
|---|---|
| Sample size | 14 |
| Population | Creators of algorithmic conspirituality content on TikTok |
| Keywords | Cs.hc |
| Key findings | The authors report that creators' spiritual and relational beliefs interact with TikTok's For You Page algorithm to reinforce and shape their content themes, and that producing algorithmic conspirituality content imposes significant emotional and affective labor on creators due to complex relational dynamics. They argue that this content also affects viewers, and propose design implications for recognizing algorithm-prompted spiritual experiences and supporting creators in managing these challenges. |
Abstract
Recent studies show that users often interpret social media algorithms as mystical or spiritual because of their unpredictability. This invites new questions about how such perceptions affect the content that creators create and the communities they form online. In this study, 14 creators of algorithmic conspirituality content on TikTok were interviewed to explore their interpretations and creation processes influenced by the platform's For You Page algorithm. We illustrate how creators' beliefs interact with TikTok's algorithmic mediation to reinforce and shape their spiritual or relational themes. Furthermore, we show how algorithmic conspirituality content impacts viewers, highlighting its role in generating significant emotional and affective labor for creators, stemming from complex relational dynamics inherent in this content creation. We discuss implications for design to support creators aimed at recognizing the unexpected spiritual and religious experiences algorithms prompt, as well as supporting creators in effectively managing these challenges.