The goal of News Feed is to show you the content that matters to you. The actions people take on Facebook—liking, commenting or sharing a post—are historically some of the main factors we’ve considered to determine what to show at the top of your News Feed. But these factors don’t always tell us the whole story of what is most meaningful to you. Recently, as part of our ongoing effort to improve News Feed, we asked people to rate their experience and tell us how we can improve the content they see when they check Facebook.
From this research, we learned that in many cases, just because someone didn’t like, comment or share a story in their News Feed doesn’t mean it wasn’t meaningful to them. There are times when, for example, people want to see information about a serious current event, but don’t necessarily want to like or comment on it. Based on this finding, we are updating News Feed’s ranking to factor in a new signal—how much time you spend viewing a story in your News Feed.
Taking the time to read
When talking to people about the way they use their News Feed, we’ve found that it’s not as simple as just measuring the number of seconds you spend on each story to understand if that piece of content resonated with you. Some people may spend ten seconds on a story because they really enjoy it, while others may spend ten seconds on a story because they have a slow internet connection. We’ve discovered that if people spend significantly more time on a particular story in News Feed than the majority of other stories they look at, this is a good sign that content was relevant to them.
For example, you may scroll quickly through your News Feed and like a photo of your friend’s graduation, followed by sharing a funny post from your sister. You keep scrolling and happen upon a post your cousin shared detailing everything she did and saw on her recent trip. Her post even includes a photo. You spend time reading her post and the interesting discussion about the best places to eat that had broken out in the comments on this post, but you don’t feel inclined to like or comment on it yourself. Based on the fact that you didn’t scroll straight past this post and it was on the screen for more time than other posts that were in your News Feed, we infer that it was something you found interesting and we may start to surface more posts like that higher up in your News Feed in the future.
We’ve started rolling this out and will continue over the coming weeks. We do not expect Pages to see significant changes in distribution as a result of this update.