Facebook suggests posts, ads, pages, and other content based on a variety of factors intended to show users things that are relevant to their interests. This results in many or even most things appearing in a user’s feed being “suggested” rather than posted directly by friends and followed pages. There are several reasons why Facebook relies so heavily on suggested content:
To Increase Engagement
By suggesting content similar to what a user has liked or engaged with in the past, Facebook aims to show them more of what they want to see. This keeps users more interested and active on the platform. Suggested posts that align with a user’s tastes are more likely to get likes, comments, and shares.
To Drive New Discovery
Suggested content allows users to discover new things like pages, groups, influencers etc that they may enjoy but would not have found on their own. For example, if a user likes fashion pages, Facebook may suggest other lesser known fashion pages and brands. This helps users connect with more niche interests.
To Improve Advertising
Suggested ads based on user data allow Facebook to target advertising more precisely. If a user has shown interest in a certain product category, related ads can be suggested to drive business outcomes like store visits or online sales. Highly targeted ads perform better for advertisers.
How Facebook Generates Suggested Content
Facebook has access to extensive data about users that it uses to power its suggestions:
Likes and Follows
Pages and influencers a user chooses to like or follow provide significant information about their interests. Facebook uses this to recommend additional similar pages and influencers a user may like.
Engagement
What posts, articles, videos, and ads a user engages with (liking, commenting, sharing, clicking on) tells Facebook about things they respond to positively. More related content can be suggested.
Network
Friends and connections on Facebook also provide information about a user’s interests. For example, if many friends like a page it may be suggested.
Off-Facebook Activity
Websites and apps that implement Facebook services or pixels allow Facebook to collect information about users’ activity outside Facebook. This can further refine suggestion targeting.
Third-Party Data
Advertisers can upload customer data like emails or phone numbers that allows Facebook to identify specific users and their characteristics to improve ad targeting.
Why Suggested Content Can Be Problematic
While suggested content keeps users engaged and provides a more tailored experience, there are some downsides to its ubiquity:
Filter Bubbles
Too much suggested content based on existing interests can limit users’ exposure to alternative viewpoints. This phenomenon is called a filter bubble.
Privacy Concerns
Facebook’s ability to understand users so well makes some uncomfortable. They may not want Facebook’s pervasive data collection and tracking.
Mental Health
Some research indicates that excessive time spent in digital echo chambers can increase anxiety, depression, and polarization.
Misinformation
Suggested content aims to align with users’ views without verifying accuracy. This can recommend misinformation and “fake news” that reinforces biases.
Loss of Control
When most of what users see on Facebook is suggested by algorithms rather than posted by actual contacts, some feel they have lost autonomy over their feeds.
How Facebook Has Responded to Criticisms Over Suggested Content
Facebook has made some changes to address the concerns surrounding suggested posts:
More User Control
Facebook has added options to snooze suggested posts for up to 30 days and to see more or fewer posts from specific friends or pages. This gives users more control over their feeds.
Context on Suggested Posts
Posts now have notices explaining why they are suggested based on user activity. This provides more transparency.
Viewpoints Diversity
Facebook claims its ranking algorithm has been modified to expose users to more diverse perspectives from their networks. But details are limited.
Restricting Ad Targeting
Some more sensitive personal data can no longer be used for ad targeting like political or religious views. However, many other data points remain fair game.
Independent Oversight Board
Facebook’s oversight board can issue policy recommendations related to suggested content, but it’s unclear how impactful they will be.
The Role of Suggested Content Going Forward
It seems likely that suggested posts will continue to be a major part of the Facebook experience for most users despite criticisms. However, a few factors could change this:
Regulation
Governments passing privacy laws that limit how Facebook can use data for targeting would impact suggested content capabilities. But comprehensive laws are still in early stages.
Competitive Pressure
Alternative social networks touting privacy and less algorithmic curation like Clubhouse could rise in popularity and force Facebook to adapt. But so far no competitors have come close.
User Pushback
If large numbers of Facebook users demand change by altering their behavior and engagement on the platform, Facebook would have to respond. But there’s little sign of mass revolt so far.
New Management
Mark Zuckerberg wields huge power over Facebook. A future CEO could take a different direction on things like suggested content. But Zuckerberg seems entrenched for now.
Conclusion
Suggested posts have become a cornerstone of Facebook’s platform due to the engagement, discovery, and advertising benefits they provide. But valid concerns remain around filter bubbles, data privacy, mental health, misinformation, and loss of user control. While Facebook has tweaked things to address criticisms, meaningful change seems unlikely without significant external pressure. With over 2 billion monthly active users, the Facebook experience for most will continue to be defined by an endless stream of algorithmically suggested content.