"Whoever needs to see it, will see it": Motivations and Labor of Creating Algorithmic Conspirituality Content on TikTok

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.