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Facebook’s first ever report on the most viewed content

Facebook's first ever report on the most viewed content

Facebook released a report that gives a first look at which content gets the most views in people’s news feeds.

The report, released today, is the first in a series of reports. It focuses on which domains, links, pages and posts get the most views in the US.

A view is counted when content is displayed on a user’s screen for any length of time. A user does not have to interact with the content to ‘see’ it.

Industry insiders argue that this report does not meet it, but there are at least some interesting insights. We will look at these arguments at the end. Let’s look at the data first.

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Facebook’s broadly content report

Facebook says the goal of this first quarterly report is to provide clarity about what people see in their news feed.

Here are some general takeaways:

The content that is seen by most people is not necessarily the content that also gets the most engagement. 57% of posts that people see are from their family and friends. Less than 13% of the content views were on posts with links. Most news domains account for 0.31% of all content views. Of these domains, mainstream media dominate impressions. Of posts with links, about a quarter of the most viewed domains were news publishers.

Most viewed domains

Facebook’s full report includes a list of the top 20 domains by content view. For the sake of brevity, here is a look at the top five.

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youtube.com (181.3M views) amazon.com (134.6M views) unicef.org (134.4M views) gofundme.com (124.8M views) twitter.com (116.1M views)

Most seated links

Again, Facebook’s report has a list of the 20 best links. Here is a snapshot of the top five.

https://www.playeralumniresources.com (87.2M views) https://purehempshop.com/collections/all (72.1M views) https://www.unicef.org/coronavirus/unicef-responding-covid- 19- india (62.7 million views) https://myincrediblerecipes.com (58.9 million views) https://reppnforchrist.com/ (51.6 million views)

If you are confused as to why some of these obscure links are the most viewed on all Facebook in the US, you are not alone. Evidence that we will look at later suggests that they may be spam.

Most viewed pages

Here is a short list of the most viewed Facebook pages.

Unicef ​​(153.2M views) Kitchen fun with my 3 sons (112.3M views) Sassy Media (109.5M views) Dodo (104.5M views) LADbible (104.4M views)

Most viewed posts

Facebook’s report integrates all of the actual top 20 posts from the last quarter.

There is a clear trend for what kind of posts generate impressions on Facebook, as 15 of the top 20 posts are plain text.

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The vast majority of the best posts are simply text posts that encourage users to leave a comment.

For example, this post from an unverified page managed to get over 58 million views. The page that posted it has only 120,000 followers.

See the full report (linked at the end) for more examples.

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Response to Facebook’s report

The reactions to this report have not been favorable at all.

In an article circulating on Twitter right now, Ethan Zuckerman writes a harsh critique of the report, saying the data does not tell us anything useful.

“But it does not share enough data for us to come to any meaningful conclusions. If the domain list contained a thousand URLs, we might be able to compare the attention of a regular news site like CNN to a new news site like the Dan Bongino podcast. But with only 20 domains – 13 of which probably should not appear in the set, as they are generic to the pointless – it’s very difficult to know what’s going on. ”

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Another reason why this data is disappointing to industry insiders is because of why some URLs are in the top positions.

Take for example purehempshop.com. A NYT columnist discovered that it received so many views due to a celebrity spamming affiliate links.

It seems to be due to uh… .Steve Urkel pic.twitter.com/kDo3R279my

– Kevin Roose (@kevinroose) August 18, 2021

Perhaps Facebook will take this criticism into account when preparing future reports.

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Although it is nothing else, it is interesting to learn how many views a page can generate with a single text post.

Data in the report were recorded between April 1, 2021 and June 30, 2021.

Source: Facebook Newsroom

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