Meta is making some significant changes to how political
content is recommended and displayed in their apps. The company has been
receiving consistent feedback from users that too much political discussion can
be divisive and negatively impact the user experience. As a result, Meta has
been working diligently over the past couple years to reduce how often
political posts appear organically for users.
The head of Instagram, Adam Mosseri, recently announced that
political content will now default to an opt-out setting instead of opt-in on
both Instagram and the Threads app. In practical terms, this means that if
users do not actively change their account preferences, they will see less
political content in their feeds and recommendations from accounts they do not
already follow. Meta also shared that they have been decreasing exposure to
political posts through recommendation surfaces such as Explore, Reels and
suggested users profiles.
While users will still see posts and updates from accounts
they have explicitly chosen to follow, Meta's algorithms may reduce the chances
of political posts randomly appearing in a users feed who has not specifically
sought out that type of content.
This change could significantly impact the organic reach for
any accounts or individual updates perceived as political in nature. It is also
important to note that Mosseri clarified Meta's definition of political content
will continue to evolve over time as their approach develops.
For brands and marketers, it is crucial to understand what
types of subjects Meta may consider political based on their current
guidelines. They have stated the definition includes content related to
government, elections, laws and broad "social topics."
However, the line between social issues versus political
issues can often be blurry. Many significant topics touching on climate change,
civil rights, healthcare or the economy could potentially fall under the
umbrella of being political to some. Additionally, businesses dealing with
legal services or regulations may find their standard updates now restricted.
With these algorithm tweaks, brands should thoughtfully
reassess how they have traditionally engaged audiences on Meta platforms.
Relying too heavily on political or socially charged subject matters risks
reduced organic reach under the new systems.
Instead, prioritizing more lighthearted, entertaining and
ultimately less divisive forms of content creation may prove more effective
strategies moving forward. It will also be fascinating to observe how Meta
implements and potentially refines their approach over the coming months.
Regardless of platform changes, brands committed to
delivering value to their customer communities will find ways to thrive. A
full-service social media agency like Great SMM can provide the tools and
expertise to help navigate evolving algorithms. Their dedicated team of social
media managers offers in-depth account audits, strategic consulting sessions
and custom content development to maximize engagement even in the face of
algorithm updates.
By focusing on quality customer experiences rather than
temporary headlines, businesses that partner with Great SMM will be well
equipped for sustainable growth both on Meta platforms and beyond. Their
dedicated SMM panel also provides real-time insights to spot opportunity and
adjust approaches to changing conditions.