Splendid

Facebook downgrades fake news sites

Facebook downranks links to poor content

15th May 2017

What is it?

In a change to News Feed algorithms, Facebook announced they will bury links to low quality websites and refuse to carry ads pointing to them.

What does it do?

Facebook defines a ‘low-quality site’ as one ‘containing little substantive content, and that is covered in disruptive, shocking or malicious ads.’ The change could help Facebook fight fake news, as fakers are often financially motivated and blanket their false information articles in ads.

Is it a game-changer?

This change is significant because if Facebook users don’t trust the content they’re sent to via these links on the News Feed, they’ll click them less. This could reduce Facebook’s ad revenue and the power it gains from controlling referral traffic. Also, this will help decrease user frustration, which results in users ending their browsing session – thus depriving the channel of further ad views, engagement and content sharing.