How social platforms reward whiteness, bury brilliance, and what we do next.

It’s not your imagination. The algorithm wasn’t made for you. Across nearly every major social media platform—Instagram, TikTok, YouTube, Pinterest, even Substack—there’s a pattern so consistent it can’t be accidental: content created by white users, particularly white women, is pushed, prioritized, and perpetuated at exponentially higher rates than content from Black, brown, and Indigenous creators. This isn’t just about likes. It’s about visibility. Longevity. Monetization. These algorithmic systems are built on engagement data pulled from historically biased human behaviors, but they’re also shaped by decisions made in rooms that rarely include the people most harmed by the outcomes. Whiteness, especially when paired with aesthetic minimalism, lifestyle intimacy, or soft authority, is rewarded. Blackness, especially when it’s expressive, complex, or culturally specific, is often flattened, shadow banned, or siphoned for its trends without credit or compensation.

So, what do we do? First, we stop gaslighting ourselves. You’re not doing it wrong. The system is working exactly as designed. Second, we double down on community. If you see something powerful, raw, or beautiful from a creator of color—share it. Don’t just save or like. Amplify. Name them. Quote them. Create digital breadcrumbs that lead back to their work. Third, consider diversifying where and how you publish. Platforms like Substack, Patreon, and Ko-fi offer more direct connection with your audience without as many opaque, racist filters standing in the way. And finally, we keep showing up. With our art. Our essays. Our poetry. Our storefronts. Because the algorithm might not favor us—but the culture is built on us. Visibility is power. But so is endurance. And we’ve always had that.