Facebook 2023: Scrolling for Days or Finding True Connections?

#FacebookAlgorithm2023 #ProductManagement #SocialMedia #ConnectingPeople #Engagement

Is it just me, or has Facebook become the land of the scroll and the home of the mute? I mean, I check in on my own little Facebook account and it's like a ghost town in there! The only posts that seem to get any love are the ones where someone is getting hitched or spawning a mini-human. And don't even get me started on the "engagement bait" posts - you know the ones, where it's like "Comment 'yes' if you've ever had a burrito!" and then everyone just floods the comments with "yes" and it's like... what was the point of that again?

But seriously, is this the end of Facebook? So, I did a little digging, and it turns out that people are indeed spending less time on the platform. According to a recent study, the average user spent 50 minutes per day on Facebook in 2018, but that number had dropped to just 38 minutes per day by 2020. And while Facebook's overall user base is still growing, the rate of growth has slowed significantly in recent years. So, what's going on here? Is it just that people are getting tired of the platform, or is there something deeper going on?

I decided to dig a little deeper and find out more about how the platform's algorithm is adapting to these shifts in user behavior. I learned that in 2023, the "News Feed", which used to be the central hub of Facebook, is now just called "Feed". The goal of this new Feed is to show users stories that are both meaningful and informative. To determine which stories fit those criteria, the algorithm uses three main ranking signals:

• The first is who posted the content. If you regularly interact with a particular person or business, their content is more likely to appear at the top of your Feed.
• The second signal is the type of content itself. If you tend to engage more with video, you'll see more videos in your Feed. The same goes for photos or any other type of content.
• Finally, the algorithm looks at how people are interacting with each individual post. Posts with a lot of engagement, especially from people you interact with frequently, will be prioritized.

But that's not all. Facebook also gives users the ability to customize their Feed even further by selecting their "Favorites" (formerly known as "See First"). These are up to 30 people and pages whose posts will appear higher in your Feed. Users can also use the "In-feed options" to hide certain types of content or ads that they don't want to see. And of course, Facebook will remove any content that goes against its Community Standards or may be considered sensitive, such as nudity, violence, or graphic content.

So, it looks like Facebook's algorithm is kind of a double-edged sword. On the one hand, it's great at showing you all the stuff you're most likely to enjoy. But on the other hand, if you're the one posting the content, it can be a bit of a downer. I mean, imagine pouring your heart and soul into a witty meme, or a heartfelt post about your cat's latest escapades, only to have it disappear into the abyss of the infinite scroll. It's enough to make a person feel like their content isn't good enough, or worse like they're completely invisible.

And it's not just personal accounts that suffer from this - businesses can be hit hard by the algorithm too. Imagine you're running a small artisanal pickle shop and you've just spent hours crafting the perfect Facebook post about your latest batch of spicy dill pickles. You hit "publish" with a sense of pride and excitement, only to have the post disappear into obscurity, drowned out by all the other stuff in people's feeds. It's enough to make a pickle entrepreneur want to throw in the towel (and the pickles).

So what's the solution here? Is it just a matter of getting better at creating engaging content, or is there something more that Facebook could do to level the playing field for content creators? I've been thinking about this whole Facebook algorithm situation and I've come to a few conclusions. Here's what I think Facebook could do to ensure that both content creators and viewers have a fair chance of creating meaningful connections on the platform (which, let's be real, was the whole point of Facebook in the first place, right? Not just a place for companies to hawk their wares):

1. Weight interactions differently: Currently, the algorithm prioritizes posts with a lot of engagement, especially from people you interact with frequently. One way to balance this out could be to weigh interactions differently based on the type of account. For example, a comment from a personal account could be given more weight than a like from a business account. This would help ensure that personal connections are given more importance in the algorithm.
2. Give more control to users: Another way to empower content creators is to give users more control over their Feeds. For example, Facebook could allow users to select which accounts they want to see more from, rather than just limiting it to a set of "Favorites." This would give users the ability to curate their own Feed and ensure that they are seeing content from the accounts that are most important to them.
3. Provide more visibility to lesser-known accounts: While it's important to prioritize engaging content, it's also important to ensure that lesser-known accounts have the opportunity to be seen. One way to do this could be to set aside a certain percentage of the Feed for content from accounts that don't have a large following. This would give these accounts a chance to be discovered and potentially build a bigger following & connections.
4. Use AI to understand user preferences: Facebook could also use machine learning to better understand each individual user's preferences and tailor their Feed accordingly. For example, if a user consistently engages with posts about a certain topic, the algorithm could prioritize content from that topic in their Feed. This would give users a more personalized experience and ensure that they are seeing content that is most relevant to them.
5. AI-based Personalized recommendations: Facebook could use AI to analyze an individual's interactions and relationships on the platform, and then provide personalized recommendations for people or groups that the user might want to connect with based on their interests, values, and past interactions.
6. EQ-based Connection prompts: Facebook could use AI to analyze an individual's interactions and suggest prompts for deeper conversations or activities that might foster stronger connections with their friends and family. For example, if two users frequently comment on each other's posts about hiking, Facebook could suggest that they plan a hike together.
7. Relationship analytics: Facebook could use AI to analyze an individual's interactions and provide insights into the health and strength of their relationships, such as how often they communicate, the depth of their conversations, and the level of mutual support they provide. This could help users identify patterns in their relationships and take action to strengthen them.
8. Personalized communication tools: Facebook could use AI to develop personalized communication tools that help individuals connect more effectively with their friends and family. For example, an AI-powered messaging tool could suggest conversation starters or icebreakers based on the user's interests and the interests of the person they're communicating with.
9. AI-assisted Relationship coaching: Facebook could use AI to provide personalized coaching and guidance to users on how to build and maintain strong relationships. This could include tips on how to communicate effectively, how to show support and appreciation, and how to resolve conflicts.
10. Intelligent Connection management: Facebook could use AI to help users manage their connections on the platform. For example, it could suggest people to unfollow or groups to leave if their content is no longer relevant or engaging. This could help users streamline their feeds and focus on the connections that are most meaningful to them.
11. Empathy and understanding: Facebook could use AI to help users better understand the emotions and intentions behind posts and comments. By analyzing language and facial expressions, AI could help users identify when someone is upset or needs support, and suggest ways to show empathy or offer help. This could help users build stronger, more supportive communities on the platform.

[[ Being a long-time user of Facebook & a curious soul to solve the unsolved, I could go on about how Facebook could help users develop deeper connections on the platform, but we all know that human attention spans are shorter than goldfishes these days. ?? So, I'll conclude here. But feel free to comment if you want to hear more of my thoughts on the matter or like to share your own thoughts! ?? ]]

Needless to say, we all understand that with any complex system designed to bring people together from all corners of the world, there are bound to be some mysteries and uncertainties. As Mark Zuckerberg himself famously said, "The algorithm is the algorithm. Sometimes it works, sometimes it doesn't." (Okay, I may have slightly paraphrased that quote, but you get the idea.). Despite any unknowns, however, the Facebook algorithm remains a mighty powerful tool for connecting people and sharing information. And I am hopeful that one day we'll unlock the secret to making it work for everyone, not just a select few or the ‘Favorites’. With such a massive user base, it's clear that Facebook has succeeded in connecting people from all corners of the globe. But now, it's time to take things to the next level and really focus on fostering those meaningful connections. It's easy to get caught up in the superficial aspects of social media – likes, emojis, etc. – but it's important to remember that the real power of platforms like Facebook lies in their ability to bring people together in a meaningful way. I am hopeful that Facebook will continue to evolve and prioritize fostering deeper connections in the future. Until then, keep on scrolling (or posting, if you're a brave soul ??)!

If you enjoyed reading this and are ready to dive deeper into the world of Product Management, then check out my YouTube channel for more tips, tricks, and insights! https://www.youtube.com/@ProductDesignInnovation