The Partisan webinar “Meta’s Algorithm Bomb: Deep Dive” examined the impact of Meta’s recent algorithm changes on the digital political landscape. The discussion featured José Paz Ferreira, Partner at Electica, and was moderated by Josef Lentsch (Partisan). Together, they explored how the shift towards ultra-personalised content is reshaping campaign strategies, amplifying influencers, and raising new challenges for democratic discourse.

The algorithm shift: from reach to hyper-personalisation

Meta’s updated algorithm prioritises ultra-personalised content, moving away from broad distribution and instead elevating posts most relevant to individual user behaviour.

Ferreira explained that this creates a “superstar economy,” where a handful of influential creators and polarised voices dominate feeds, while institutional actors—like political parties or NGOs—struggle to reach audiences without paid amplification.

“This isn’t just a technical tweak,” he noted. “It fundamentally changes how political professionals must think about reach and influence online.”

Implications for campaigns

The shift has direct consequences for political campaigns:

• Influencer partnerships become central – Authentic messengers are more likely to break through algorithmic barriers than official campaign pages.

• Organic reach declines further – Campaigns can no longer rely on broad unpaid distribution; paid media becomes unavoidable.

• Narratives get sharper – With polarised and emotionally charged content travelling furthest, campaigns will need to adapt their storytelling strategies without fuelling division.

Ferreira stressed that while campaigns have long invested in digital ads, the new algorithm raises the stakes by making influencer collaboration and micro-targeting essential for visibility.

Risks for democratic discourse

Beyond campaign tactics, the algorithm change has broader consequences for democratic debate. By amplifying emotionally charged and polarising content, the new system risks deepening divides and narrowing the space for balanced, fact-based conversation.

“This model rewards outrage and entertainment over nuance,” Ferreira cautioned. “Political professionals must be conscious of the environment they’re operating in—and look for ways to counterbalance it.”

Civil society actors may also find it harder to break through, as their messages often lack the emotional intensity that the algorithm rewards. This places even more responsibility on campaigns and platforms to safeguard the health of public discourse.

👉 Meta’s algorithm shift represents more than a platform update—it signals a fundamental change in how digital influence is distributed. For political professionals, success will depend on adapting strategies to a landscape where influencers dominate, organic reach is scarce, and polarisation is rewarded by design.