Meta’s ‘Extensively Viewed Content Report’ Once Again Shows That Users are Engaging with a Lot of Spam in the App

Okay, right here we go once more with Fb’s ‘Widely Viewed Content Report’, which exhibits the web sites, publishers and particular hyperlinks that noticed the most attain throughout Fb in Q2 2022.

Meta launched its Extensively Viewed Content report last August as half of an effort to counter to pervading narrative that Fb facilitates the amplification of divisive political content material, with political misinformation, in specific, gaining important traction by means of Fb Information Feeds.

Fb says that’s merely not the case, and to make clear this, it launched its Extensively Viewed Content report, in order to share information on what’s really gaining the most traction in the app. Which, in line with Fb, is generally jokes, memes and different innocent junk.

That could possibly be problematic in itself, relying in your interpretation – and even then, the report has additionally been riddled with controversies round disclosures, misinformation, eliminated content material, spam, and extra.

Principally, it’s not a nice endorsement of the ‘worth’ that Fb supplies, neither is it a validation of Fb as an neutral political reflection.

So what does Fb say gained the most traction in the app in Q2?

Right here’s its overview of the most generally seen hyperlinks in the app:

Oh, that’s gotta’ burn Zuck and Co. to see TikTok heading this record.

Think about having to be the one who reported this to Zuck. I think about his response would have been one thing like:

Mark Zuckerberg in the metaverse

Jokes apart, as you’ll be able to see, 5 of the prime 20 most shared hyperlinks in the app in Q2, reaching a cumulative 73.5 million viewers all through the interval, have since been eliminated by Meta for numerous coverage violations referring to ‘spam techniques’.

That’s not nice. Meta is self-reporting that its platform is answerable for junk content material, designed to mislead and dupe customers, reaching 70 million folks in a three-month interval.

However that’s not all – Meta additionally notes that its platform has been used to amplify this sort of content material in the previous too:

In our earlier WVCR report, we shared that the ninth-most seen hyperlink on Fb with over 33 million views in the first quarter of this 12 months was alltrendytees[.]com. After the Integrity Institute had flagged it to us, we investigated and blocked this area for violating our IB coverage. Our investigation linked this area to GearLaunch, a Bangladesh-based e-commerce agency.

So on one hand Meta’s saying that it doesn’t amplify divisive political content material as a lot as it might appear, and right here’s the proof, whereas on the different, it does amplify scams and garbage, some of which is in violation of its guidelines, at a large scale.

100 million+ cumulative viewers is fairly huge. Removing appears nearly irrelevant at that time.

Thus stays the conundrum that Meta has with its Extensively Viewed Content report, with the information as soon as once more highlighting important considerations with its programs and processes, which may be simply as unhealthy as the rumors that it was initially looking for to refute.

Although these points are additionally nonetheless prevalent – digging into the different hyperlinks listed, there’s additionally:

  • A YouTube video the place a lady spouts right-wing conspiracy theories
  • A Fox Information clip on YouTube about ‘Disney’s woke queer agenda
  • A Newsmax article which attributes rising petrol costs to US President Joe Biden

Appears a little political, there – it does look like these sorts of divisive political posts are gaining a good bit of traction on Fb (37.9 million collective Fb viewers), in spite of the firm’s previous claims.

That looks as if a drawback, proper?

Ah, however most individuals don’t really see any of these posts, with Meta additionally reporting that:

90.2% of the views in the US throughout Q2 2022 didn’t embody a hyperlink to a supply exterior of Fb.”

Facebook widely viewed content report

So even when 100 million extra folks are being scammed as a result of of Fb, most of the issues that most individuals see in the app are positively not hyperlinks to politically divisive sources – so Fb can’t be blamed for amplifying associated conflicts, at the least based mostly on this measure.

That nearly looks as if a aspect be aware, as a result of once more, hundreds of thousands of folks are nonetheless being uncovered to at the least some of this materials, based mostly on Meta’s personal reporting, whereas that additionally doesn’t account for the undeniable fact that many posts with out hyperlinks are nonetheless political in nature.

In different phrases, at finest, that is an inconclusive account of not a lot in specific, which Meta is attempting to border as vindicating proof that it’s not the supply of evil that folks say.

It doesn’t show that. It doesn’t actually show something, apart from the undeniable fact that a lot of folks are partaking with a lot of garbage in the app.

You possibly can take a look at Meta’s ‘Extensively Viewed Content Report’ for Q2 here.

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