People spend less time on Facebook after the company has adjusted the news feed to bring users closer together to find surveys
- The time that American adults spent on Facebook decreased in 2018 by 3 minutes a day
- Changes to Facebook's news feed algorithm were probably a contributing factor
- Young adults use Facebook less to spend time on Instagram
Facebook's attempts to combat misinformation and sensational content have shortened the time spent by the leading social network, researchers said Tuesday.
The average time that American adults spent on Facebook decreased by three minutes a day last year and is likely to decrease by another minute next year, to a total of 37 minutes a day, the research firm said. eMarketer.
The report suggests that the efforts of Facebook chief Mark Zuckerberg to focus on security and the removal of division and hateful content can have an economic impact.
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Facebook's attempts to combat hard information and sensational content have shortened the time spent on the leading social network, researchers said Tuesday
Earlier this month, the social media giant changed its news feed algorithms one more time, setting priorities for messages from family and friends, as well as links that you might find as & # 39; most worthwhile & # 39; regards.
& # 39; The continued loss of younger adult users by Facebook, along with the focus on lower-placed clickbait messages and videos in favor of those who & # 39; Well spent time creating resulted in less daily time spent on the platform in 2018 than we had previously expected, said eMarketer principal analyst Debra Aho Williamson.
& # 39; Less time on Facebook means fewer opportunities for marketers to reach the users of the network. & # 39;
Digital advertising money is the main source of income on Facebook, with 2.4 billion monthly active users worldwide.
A bright spot for Facebook is that the daily involvement of the US is increasing to its image and video-focused social network Instagram, where eMarketer expected it to rise one minute to 27 minutes this year and then another minute a year to 2021.
& # 39; Features such as Stories, influencer content and video all contribute to more engagement and a slow but steady increase in time spent on Instagram, & # 39; Williamson said.
Meanwhile, the time people in the US spend on rival Snapchat's Instagram seemingly flat at 26 minutes a day.
Facebook CEO Mark Zuckerberg has made several changes to the company's news feed algorithms to prioritize messages from friends and family and reliable news sources
The recent redesign of the social media profile does not seem to increase engagement, eMarketer says.
A broader trend last year was that Americans spent less time on online social networking, and the overall engagement was expected by eMarketer to remain unchanged this year at almost an hour, 14 minutes a day.
& # 39; Profits in watching digital video & # 39; s putting social time under pressure and gaming is also creating new competition for user attention & # 39 ;, Williamson said.
& # 39; Although we cannot say that there is a direct cause-effect relationship, these activities are at least threatening the involvement of users in social media. & # 39;
HOW FACEBOOK PRIORITATES FRIENDS IN YOUR FACT
So far, Facebook has prioritized material that the algorithms think people make comments about, & # 39; likes & # 39; or other ways of showing interest.
But 33-year-old founder Mark Zuckerberg says he wants to change the focus to make users & # 39; more meaningful social interactions & # 39; to offer.
The move will follow its resolution in 2018 to fix the site & # 39; & # 39 ;.
It is also a response to criticism that Facebook and its social media competitors reinforce users' opinions on social and political issues.
Critics also say that sites such as Facebook lead to addictive viewing habits.
Zuckerberg quoted research suggesting that & # 39; passive & # 39; reading on social media was harmful to people's mental health, while proactively dealing with friends was positive.
According to Adam Mosseri, Facebook & # 39; s New Feed boss, change means in practice
- Messages from friends and family get more attention from video, news and other content from formal Facebook pages, such as companies and celebrities
- The number of responses to a message counts more than the number of likes
- Posts where people have spent the time writing long comments take precedence over those with only short comments
- Although news and video still appear in the news feed, the number of friends it shares will be more than the general popularity
The shift could mean that the time people spend on Facebook and some engagement measures would decrease in the short term.
However, Zuckerberg said it would be better for users and for the company in the long run.
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