Facebook’s most popular posts were trash. Here is how it cleaned up
Live MintEarlier this year, Meta Platforms Inc. quietly convened a war room of staffers to address a critical problem: virtually all of Facebook’s top-ranked content was spammy, oversexualized or generally what the company classified as regrettable. But the company’s executives and researchers were growing embarrassed that its widely viewed content report, a quarterly survey of the posts with the broadest reach, was consistently dominated by stolen memes, engagement bait and link spam for sketchy online shops, according to documents viewed by The Wall Street Journal and people familiar with the issue. Facebook’s third-quarter Widely Viewed Content Report, released on Tuesday, shows only one in the top 20 posts qualified as engagement bait, down from 100% a year earlier. “We’re cautiously optimistic of the progress we’ve made as we work to improve the quality of content within Facebook," said Anna Stepanov, head of Facebook Integrity, in an announcement of the report. In the third quarter last year, 70% of the top 20 most-viewed posts met the company’s existing definition of being “regrettable," a report from last year showed.