Social media has become a key space for the dissemination of educational content, but its functioning is conditioned by algorithms that favor the visibility of certain actors to the detriment of others.

This study has a dual objective: to identify influential profiles and analyze positioning strategies for educational content and people with disabilities, posing the research question: Invisible or invisibilised? Are publications invisible because users are not interested in them, or are they truly not shown to them by the algorithm?

This study analyzes 113,272 posts on Instagram (39.89%), Twitter (58.19%), and YouTube (1.92%) related to inclusive education and disability, collected throughout 2022 using social listening techniques and Power BI analysis. The results show that content visibility is dominated by political and economic power groups, while altruistic and advocacy-focused profiles have less impact. The top 100 most viral posts represent only 0.1% of the total but accumulate 23.6% of all "likes," highlighting the concentration of influence among a small number of actors. Instagram shows the highest virality, with 31.1 likes per post, followed by YouTube (202.3 likes/post) and Twitter (3.73 likes/post), where polarization is more prevalent. Strategies such as coordinated marketing campaigns, visually appealing content, and strong follower bases help certain messages spread while disadvantaging others.

The study also reveals that International Days dedicated to education and disability, such as Autism Awareness Day (April 2) and the International Day of Persons with Disabilities (December 3), create peaks in social media visibility. However, outside of these dates, the impact of social content is limited, making this visibility ephemeral and unsustained throughout the rest of the year.

Moreover, the analysis of influential actors' positioning strategies shows that companies, institutions, and media outlets use strategic posting times and recommendation algorithms to maximize their impact, as evidenced by the significant increase in posts at exact hours (+20%). This contributes to the commodification of social information, where inclusive education and disability-related content are leveraged for corporate image strategies. However, individuals and institutions that do not adopt corporate positioning strategies face algorithmic penalties, reducing their visibility.

The study concludes that algorithms foster a commodified network concentrated in a few actors (O1), prioritizing visually impactful content and large follower bases over socio-educationally relevant content (O2). Therefore, it highlights the need for a critical digital citizenship and media literacy that enables users to understand and counteract these dynamics of inequality in content dissemination.

Keywords: Algorithms, social media, inclusive education, commodification, digital citizenship.