Political Content is on the Decline on Fb, According to the Latest ‘Extensively Viewed Content Report’


This was… sudden,

Immediately, Meta has launched its newest Widely Viewed Content Report for Facebook, masking Q3 2022, which, for the first time, isn’t riddled with information gaps due to a few of the hottest posts in the app later being eliminated by Meta for violating its platform guidelines.

Which is just about the reverse of the meant objective of this report.

Meta initially got here up with its Widely Viewed Content Report, which reveals the most seen posts and hyperlinks in the app, as a method to counter the narrative that its algorithms assist to amplify right-wing and extremist content material – although to this point, it hasn’t actually succeeded in exhibiting that this isn’t the case, essentially.

However this time round, together with Meta’s effort to reduce political content in people’s Facebook feeds, the most shared and seen content material lists do look a little bit totally different, with a lot much less political-related materials in the combine.

So what are individuals on Fb trying out?

In essence, it’s a combined bag of grocery store tabloid garbage: a instructor fired for dancing on TikTok, photos of ladies who peaked in highschool, Drake taking pictures of a random girl in a restaurant, Madonna’s son as a style icon, Brad Pitt’s daughter attending school, renewed fan theories about 1998 movie ‘The Mum or dad Lure’, vaginal tattoos, the Royals – once more, the precise sort of stuff you see on the entrance pages of these magazines alongside the check-out.  

Which is not shocking, provided that Fb is now predominantly used by older people, as youthful audiences change to TikTok as an alternative. Evidently a majority of these tales resonate extra with older audiences, salacious gossip, and relatable movie star tales, that make individuals really feel extra linked to the stars.

Additionally, a narrative about placing peanuts in Coca-Cola:

Let the peanuts marinate in the Coke for a bit and also you’ve received your self a candy, savory drink with a pleasant little snack at the finish.

Yeah, no thanks.

Once more, I’m unsure that the Extensively Viewed Content report actually displays what Meta had initially meant, although this newest itemizing does go a way in the direction of suggesting that politics is not as dominant in the app because it as soon as was, based mostly on its previous updates.

However then once more, what it does present is that Fb is loaded with junk, with these high 20 hyperlinks alone reaching greater than 200 million individuals by means of that app in Q3.

What does that recommend to content material entrepreneurs and people wanting to maximize their Fb attain?

In all probability not a lot, until you will discover some angle on your promotions that relates to comparable tabloid-style developments and movie star gossip.

When it comes to the most seen domains from Fb referrals in Q3, YouTube remained at the high of the listing:

Meta Widely Viewed Content Report

These high domains don’t actually present sufficient context for this to be of worth, as individuals may very well be watching something on YouTube, whereas the second relates to shared GIFs, adopted by fundraisers, TikTok and Amazon.

With out the added perception of what, particularly, persons are taking a look at on every, this listing isn’t a lot assist – although I suppose the level, from Meta’s perspective, is that Fox Information and associated websites should not as dominant as some previous stories have steered.

There’s additionally this:

Meta Widely Viewed Content Report

A complete of 15.2% of the posts displayed in individuals’s Fb feeds got here by way of Meta’s automated Feed suggestions, which present individuals content material from sources that they’re not following, however could also be serious about.

Meta CEO Mark Zuckerberg has beforehand famous that this will increase over time, with increasingly more content material being proven to customers based mostly on AI suggestions, not on their very own social graph or specific, manually chosen follows.

That may very well be a superb factor, and will assist Fb drive extra engagement, or it might push individuals away, as they’re confronted with extra random stuff in the app.

Both approach, proper now, it’s already a major ingredient – although whether or not that’s getting extra individuals to spend extra time on Fb, we don’t know as but.

General, the key takeaway from this newest Extensively Viewed Content report is that political content material does seem to be much less of a spotlight for Fb customers – or a minimum of, it’s getting much less attain. It’s being changed by movie star gossip and junk, however nonetheless, that’s higher than political polarization by way of the Fb feed.

Additionally, AI suggestions are on the rise, and it’ll be attention-grabbing to see how a lot this will increase in the Q2 Extensively Viewed Content replace.

You’ll be able to try Fb’s Extensively Viewed Content Report for Q3 2022 here.



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