Facebook will double the amount of posts you see from people you don’t follow

Posted on : July 29, 2022

Mark Zuckerberg could be under pressure to halt controversial plans which would introduce more AI-driven 'recommended content' to Facebook users.

Earlier this week, the Meta CEO and Facebook founder announced that the social network would be doubling the amount of algorithmically-selected content to its users, even from pages they don't follow.

It means Facebook users will see even more 'unfollowed' posts and, in particular, videos, despite widespread criticism.

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The plans come amid a clampdown by Zuckerberg on Meta staff after the company lost users for the first time in its history earlier this year.

On an earnings call, Zuckerberg said: "One of the main transformations in our business right now is that social feeds are going from being driven primarily by the people and accounts you follow to increasingly also being driven by AI recommending content that you'll find interesting from across Facebook or Instagram, even if you don't follow those creators.

"Right now, about 15 percent of content in a person's Facebook feed and a little more than that of their Instagram feed is recommended by our AI from people, groups, or accounts that you don't follow. We expect these numbers to more than double by the end of next year.

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Zuckerberg's announcement, which was made two days ago, came just before Instagram was forced into a major U-turn on AI-driven content by a mass petition as well as Kim Kardashian and Kylie Jenner.

The Kardashians had shared a campaign demanding that Instagram needs to 'stop trying to be TikTok' and give people back a chronological feed which shows them content created by their friends or accounts they choose.

Instagram boss Adam Mosseri said: "We definitely need to take a big step back and regroup."

It's unclear whether Zuckerberg will lead Facebook into a similar U-turn.

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