Facebook and Instagram Announced More Posts from Accounts You Don't Follow

July 4th, 2022

If you're one of the many people who check Facebook or Instagram first thing in the morning, you're about to see even more posts from accounts you don't follow.

According to a recent announcement, Facebook and Instagram will start showing more posts from accounts that users don't follow. This change is an effort to show users more relevant content, and it could mean that users see more posts from brands and businesses they're interested in.

Facebook and Instagram are two of the most popular social media platforms, and they're constantly making changes to improve the user experience. This change is just one of many that they've made in recent years, and there likely are more to come. The shift is to compete with TikTok, which has AI to serve the videos regardless of where they come from. This approach has worked very well for TikTok, so Facebook and Instagram are likely hoping it will work for them as well.


Facebook's last big shift was dated back in 2018, which was focused on encouraging meaningful social interactions between people rather than passive consumption of content. This was a great change as it cleaned up a lot of the spam and low-quality content that was clogging up users' feeds. However, this change also led to a decrease in organic reach for businesses and brands, which is why this latest change is likely being made.

Zuckerberg discussed the feed architecture over the past four years, which stated that people were shifting away from sharing in feeds to private messaging. But he also said that the recent pandemic had caused a shift back to feeds as people are looking for news and updates from their friends and family. This latest change is likely being made in order to capitalize on this shift, and it could be beneficial for businesses and brands who are struggling to reach their audiences.

During Meta second quarter earning call, Zukerberg explained how AI would impact the changes to the algorithm. "One of the things that are really striking about the short-form video is how much more entertaining and engaging it is when it's personalized for you," he said. "It's not just a feed of videos, but a feed of videos where we know what you like and can surface the ones that we think you're going to find most entertaining."

The bottom line is that if you use Facebook or Instagram, you're going to start seeing more posts from accounts that you don't follow. If you don't like this change, you can adjust your settings to limit the amount of unwanted content that you see. But if you're curious about what this change could mean for your newsfeed, it's worth checking out.

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