There are a few main reasons why you may see the same posts repeatedly on your Facebook feed:
The Facebook algorithm
The Facebook algorithm controls what content shows up in your feed. Its goal is to show you posts and ads that it thinks you’ll find most interesting and engaging.
The algorithm learns your preferences based on how you interact with posts – what you like, comment on, and share. Content that gets a lot of engagement is deemed more relevant and given higher priority in your feed.
So if certain posts are getting a lot of likes, comments, and reshares from your friends, you’ll be more likely to see them reappear in your feed, even if you’ve already seen them before.
You have overlapping friend networks
If you have friends who run in the same social circles, they may be liking and commenting on the same posts. Seeing the same interactions from different people in your network makes that content more likely to be amplified by the algorithm.
So even if you hid a post the first time, you may still continue seeing it pop up if multiple friends are engaging with it.
Pages and advertisers re-promote content
Pages and advertisers will often re-share older posts in order to reach new audiences who may have missed it the first time around. They want their top-performing content to get as much engagement as possible.
So if there’s a post you keep seeing reappear from a Page you follow, chances are they are deliberately re-promoting that post to maximize its reach. The same goes for ads – you may see the same ads more than once.
You follow very active accounts
If you follow pages or accounts that post frequently, their newest content will continually push down older posts in your feed. This means you’re less likely to see older posts from those accounts reappear.
But if you follow accounts that only post occasionally, their older posts have a higher chance of resurfacing in your feed. Facebook will recycle their top content to make sure you see their best posts.
You’ve run out of new content
If you spend a lot of time on Facebook and have caught up on all the newest posts, the algorithm may start showing you posts you’ve already seen before just to keep feeding you fresh content.
So repeated posts are essentially filler until your friends and followed accounts post something new.
Why does seeing repetitive posts matter?
While recycled content may seem annoying, there are some good reasons why Facebook continually resurfaces popular posts:
Keeps their platform engaging
Facebook wants to provide a continuous feed of engaging content to keep you spending time on their platform. Showing you posts you’ve already liked or commented on is a proven way to keep you interested.
Without recycling posts, your feed would dry up much faster and you’d have less reason to scroll through. So it’s in Facebook’s interests to double up on posts.
Helps content reach wider audiences
For Pages and advertisers trying to get their content seen, repromoting high-performing posts gives them a better chance of reaching different segments of their audience.
Someone who missed their post the first few times it was shared may finally see it and become a new follower. So it helps grow their overall reach.
Keeps friends in the loop
If you miss a post the first time friends share it, seeing it reappear later ensures you have another chance to view and engage with that content.
You likely want to know about the most popular things your friends post. Facebook resurfaces those posts knowing that even if you saw it before, you probably want to see it again.
Reflects what’s trending overall
Seeing certain posts reappear frequently also tells you what content is resonating most across all your friends and followed accounts overall.
So it gives you a sense of what’s trending and popular in the moment. That insight can be useful and interesting.
Boosts overall engagement
In general, recycled content tends to perform well even on repeat exposures. So Facebook amplifies posts to maximize total engagement – the sum of likes, shares, and comments.
More engagement makes for a more vibrant platform. And it provides useful data to advertisers on their content’s performance.
Tips to see less repetitive posts
If you are tired of seeing the same posts over and over, there are a few ways to potentially freshen up your Facebook feed:
Hide or unfollow friends who re-share content
Use the “Hide post” option or unfollow friends who frequently re-post the same content. Doing so removes some sources of repetitive posts from your feed.
See less of any account’s posts
If a Page is recirculating the same posts, you can choose to see less of their content without fully unfollowing them. Just click the three dots above their post.
Update your interests
Keep your Facebook interests up-to-date so the algorithm shows you more posts tailored to your current likes and hobbies. Changing them up introduces new topics to your feed.
You can edit your interests in Settings under the “Ads” section.
Interact with a wider variety of content
Consciously vary the types of posts you engage with – photos, articles, videos, live streams, etc. That exposes the algorithm to more of your current preferences.
Follow new friends and accounts
Adding new connections guarantees an influx of fresh content you haven’t seen before. Try expanding the diversity of who you follow.
Take a break
If you are still seeing lots of repetitive posts after trying the above, it may be a sign you are simply spending too much time on Facebook. Take a break for a few days so your feed has a chance to fully refresh.
Should Facebook change how their algorithm works?
There are good-faith arguments on both sides of whether Facebook should tweak their algorithm to show less repetitive content:
The case for changing how it works:
- Reduces user frustration and boredom from seeing the same posts
- Forces Pages and advertisers to create more original content
- Increases the diversity of opinions and information users are exposed to
- Makes sure higher quality or more nuanced content isn’t drowned out by viral posts
- Could lead to more authentic interactions as opposed to mass-liking or commenting
The case for keeping it the same:
- Boosts overall engagement and time spent on Facebook
- Helps popular posts reach wider audiences
- Gives friends repeated chances to view and interact with posts
- Provides useful data on the most viral and effective content
- Keeps feeds lively when there’s otherwise little new content
There are reasonable benefits on both sides. Ultimately Facebook will decide based on which approach best aligns with their business interests.
Possible compromises:
Some potential compromises Facebook could consider include:
- Showing repromoted brand content less frequently than reshared personal posts
- Putting a cap on the number of times a post can reappear for each user
- Using separate algorithms for the primary feed vs. the “Most Recent” feed option
Testing variations like this could help them find a middle ground.
Conclusion
Seeing repetitive Facebook posts is primarily driven by an algorithm optimized to boost engagement rather than strictly show new content. But some tactics like following a wider variety of accounts, taking breaks from the app, and hiding repetitive posters can potentially help you discover more novel content.
At the same time, there are benefits to recirculating popular posts that help Facebook create an interesting, lively platform. The company ultimately faces a tradeoff around optimizing for entirely new content vs. total engagement.
Continually evaluating this balance and exploring compromises may allow them to address user frustration around repetition while still showcasing viral content. But no algorithm will likely prevent all instances of seeing posts more than once. The nature of social media means friends will continue to reshare content, making absolute novelty difficult to guarantee.