Facebook is one of the most popular social media platforms, with over 2.9 billion monthly active users as of 2022. People use Facebook for a variety of reasons – to stay connected with friends and family, for entertainment, to get news and information, and more. But what are the specific activities and features that keep users engaged on Facebook?
Sharing life updates
One of the core activities on Facebook is sharing life updates, photos, videos, and milestones. The News Feed allows users to get a snapshot of what their friends and connections are up to. Some of the most popular things to share are:
- Status updates – short text updates about what you’re doing, thinking, or feeling
- Photos – from your camera roll, selfies, or screenshots
- Check-ins – letting friends know where you are
- Life events – new jobs, engagements, pregnancies, births, etc
- Videos – captures from your day or creative videos
- Articles and links – sharing interesting/important content
Being able to share these personal updates and see updates from others helps users feel connected even if they are physically distant. The News Feed creates a centralized place for this ongoing virtual interaction.
Reactions and comments
In addition to sharing updates, users engage deeply with content on Facebook through reactions and comments. Reacting to a post (with a like, love, sad, or angry emoji) provides quick feedback to the original poster. Commenting allows for more in-depth discussions or sentiments to be shared.
Friends and connections can have entire conversations stemming from an original post through the comments. The comments section enables social interaction beyond just the one-way broadcasting of updates. There is a social expectation to not just consume content, but to react to and engage with it actively.
Joining and interacting with Groups
Groups on Facebook enable users with common interests or experiences to come together. There are groups for hobbies, professions, mental health support, parents, local communities, and more. Users can search for and request to join established Groups that appeal to them.
Once in a Group, users can participate by:
- Posting their own content (questions, articles, photos, etc.)
- Commenting on other members’ posts
- Reacting to posts
- RSVPing for group events
- Joining subgroups within the larger community
The interactive nature of Groups allows members to engage deeply around their specific topic of shared interest. The most popular Facebook Groups have millions of engaged members.
Group admins
While all members can participate, Group admins have additional responsibilities. Admins moderate content and members to ensure posts and discussions are appropriate. They also engage members through prompts and questions, share relevant content, and organize offline group events.
Being a Group admin requires consistent, active participation. It involves facilitating engaging conversations and building a sense of community.
Playing games
One of the most popular ways to pass time on Facebook is by playing games. Simple, casual games integrated on the platform allow users to play either solo or with friends. Some of the most popular Facebook games include:
- Candy Crush Saga
- FarmVille
- Words With Friends
- Slots
- Bingo
- Mahjong
- Bubble Shooter
Gameplay happens directly on the Facebook site, so it provides an instant source of entertainment for users. Friends can see when others are playing or send game requests to play together. This makes games a social activity. Users engage through both playing themselves and interacting with friends’ gameplay.
Instant Games
Facebook Instant Games are a category of simple, hyper-casual games that can launch right in Messenger and News Feed. Titles like Pac-Man, Space Invaders, and Words With Friends Frenzy provide snack-sized entertainment. Instant Games require no separate app download or account login, making them highly accessible. They offer engaging distraction during short waits or idle moments throughout the day.
Using Facebook Messenger
Facebook Messenger allows for direct communication between users outside of traditional News Feed interactions. Friends can have 1-on-1 chats or group message threads. Some of the engaging activities within Messenger include:
- Messaging – Send texts, stickers, GIFs, photos
- Video and Audio Calls – Real-time communication
- Group Chats – Bring friends together in ongoing conversations with up to 250 participants
- Sharing Moments – Private photo/video sharing that disappears after viewing
- Playing Games – Many Instant Games are playable right in Messenger
- Group Video – Watch videos, shows, or streams together in real time
Messenger fosters engagement through active conversations between friends. It brings interactions outside of the public eye and provides privacy for more personal connections.
Messenger Kids
A version of Messenger built for kids under 13 years old. It provides a safer space for children to video chat and message close friends and family. Parental controls allow supervision of contacts and interactions.
Watching and reacting to videos
Video content is hugely popular on Facebook, from short-form videos to Facebook Live broadcasts. Users engage by:
- Watching videos posted by friends, Pages, and Groups
- Viewing broadcasts on Facebook Live
- Reacting to videos with emojis and comments
- Sharing favorite videos to their own News Feed
- Going live using Facebook Live to broadcast events or share updates
Video provides engaging visual content that often gets more interactions than plain text or photo posts. Facebook’s algorithm also prioritizes videos in News Feeds, so they have high visibility.
Facebook Watch
Facebook’s platform for original, episodic video content from creators and publishers. Watch enables longer-form viewing beyond News Feed videos. Viewers can subscribe to their favorite shows and follow interesting creators. Facebook is investing heavily in original quality content to drive engagement within Watch.
Using consumer features and services
Facebook offers a Marketplace for buying and selling items locally as well as integrations for food ordering, shopping, and transportation:
- Marketplace – Browse secondhand listings, list items for sale, communicate with buyers and sellers
- Order Food – Order takeout and delivery through integrations with food services
- Shop – Make purchases from brands and retailers without leaving Facebook
- Oculus – Engage with Facebook’s virtual reality platform and devices
- Portal – Video chat on Facebook’s smart display devices
- Transportation – Book rides and track public transit through integrations
- Fundraisers – Raise money for causes via personal fundraisers or nonprofits
- Services – Hire professionals for home services through Facebook
These features streamline everyday activities like shopping and transportation. They provide utility and convenience that keeps users within Facebook’s ecosystem.
Facebook Pay
Digital wallet enabling purchases across Facebook apps and sending payments in Messenger. Streamlines payment information for frictionless transactions.
Following trends and current events
Facebook serves as a news and information source for many users. Engagement comes from:
- Reading news articles shared by friends and Pages
- Watching live videos of current events
- Seeing local community updates
- Following celebrity and influencer activity
- Keeping up with trends through hashtags and viral content
Facebook creates a central place not just for personal connections but also for public information. Hashtag trends like #BlackLivesMatter organize content about broader issues. News Pages report on global events as they unfold. Local community groups share hyperlocal happenings. Staying current is a core Facebook activity.
News Feed ranking
Facebook’s algorithm ranks posts in users’ News Feeds based on relevance and interest. Machine learning identifies content that is most likely to spark engagement. This drives ongoing use by serving people information they find timely and compelling.
Interacting with businesses and organizations
Facebook Pages enable ongoing engagement between brands/businesses/organizations and their target audiences. Users engage by:
- Liking and following favorite Pages
- Engaging with Page posts through likes, comments, and shares
- Buying products or services advertised by Pages
- Messaging businesses via Messenger
- Checking in to brick-and-mortar business locations
- Submitting reviews of places they’ve visited in the real world
- Joining interest-based Groups started by brands/organizations
Pages foster two-way interaction beyond traditional advertising. They allow companies and communities to have personalized relationships with their customers and constituents.
Influencers
Public figures with large, engaged social followings often promote brands and causes. Influencer marketing leverages their reach to connect businesses with target demographics. Users engage with sponsored influencer content via likes, clicks, and purchases.
| Facebook Feature | Key User Activities |
|---|---|
| News Feed |
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| Groups |
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| Games |
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| Messenger |
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| Video |
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| Pages |
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Conclusion
Facebook offers diverse features and activities to keep users engaged. At the core is social interaction through sharing personal updates, reacting to content, joining Groups, and messaging. Entertainment options like games, video, and livestreams also drive ongoing usage. Utility features like Marketplace and food ordering provide convenience that retains users within Facebook’s ecosystem. Brand Pages create two-way engagement between businesses and consumers.
Staying current on trends and news provides value beyond just friend connections. Most successful is Facebook’s ability to marry social connections, entertainment, information, and utility in one platform. The rich range of activities appeals to a wide user base with different motivations and needs. But the ultimate goal remains fostering real human interaction, even if virtually.