Posts that prompted lots of reaction emoji tended to keep users more engaged, and keeping users engaged was the key to Facebook’s business.
factors — some of which are weighted to count a lot, some of which
Facebook’s levers rely on signals most users wouldn’t notice, like how many long comments a post generates, or whether a video is live or recorded, or whether comments were made in plain text or with cartoon avatars, the documents show. It even accounts for the computing load that each post requires and the strength of the user’s Internet signal.
If Facebook’s algorithms thought a post was bad, Facebook could cut its score in half, pushing most of instances of the post way down in users’ feeds. But a few posts could get scores as high as a billion, according to the documents. Cutting an astronomical score in half to “demote” it would still leave it with a score high enough to appear at the top of the user’s feed.
At one point, CEO Mark Zuckerberg even encouraged users in a public reply to a user’s comment to use the angry reaction to signal they disliked something, although that would make Facebook show similar content more often. angry reactions were “much more frequent” on problematic posts: “civic low quality news, civic misinfo, civic toxicity, health misinfo, and health antivax content,” according to a document from 2019. Its researchIn April 2019, Facebook put in place a mechanism to “demote” content that was receiving disproportionately angry reactions, although the documents don’t make clear how or where that was used, or what its effects were.
Later that year, as part of a debate over how to adjust the algorithm to stop amplifying content that might subvert democratic norms, the proposal to value angry emoji reactions less was again floated. Another staffer proposed removing the button altogether. But again, the weightings remained in place.
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