Facebook's algorithm chooses content to display on the News Feed based on user data

Aimed at increasing user engagement, social media algorithms will intentionally show content in feeds that is misaligned with users' beliefs because such content is more likely to be commented on.

Social media platforms benefit not just from ensuring they have satisfied users, but also from the personal data they scoop up and can then sell to online advertisers.

Explore features to customize your Facebook viewing experience

From prioritizing best friends and filtering what appears in the News Feed to viewing the digital history between you and anyone you're friends with, check out this list of shortcuts, features, tips, and tricks.

The first social media platforms date back to the late 1990s, and their algorithms were typically chronological, with entities like MySpace and Facebook feeding users content from the most recent posts to the oldest.

YouTube's recommendation algorithm relies on over 80 billion daily pieces of information

These signals include which videos a user has watched, searched for, and liked, as well as channel subscriptions and feedback selections, such as videos marked "not interested." Each user's viewing habits are compared with those of other users with similar habits, and this information is used to suggest additional content.

Why TikTok's algorithm is likely driven by what you linger on

While the inner workings of the engine driving the vast majority of the app's engagement remain a secret, it is understood to rely heavily on what content users spend the most time watching rather than swipe past. Experts believe the app can develop user profiles robust enough for its algorithm to consistently match engaging content to in as little as two hours.

A major dopamine hit from social media use comes from unpredictability—not knowing if the content users post or share will get the 'like' from other users, triggering cycles of anticipation similar to those experienced with a slot machine.

TikTok's personalized algorithm activates the brain's reward system

A 2025 Washington Post study found that 75% of the TikTok users it studied nearly doubled their time spent on the app within a month. Experts in design and psychiatry say this is due to the app's interface and algorithm, which, after learning about the user's preferences, recommend videos more likely to activate that person's dopamine reward system than non-personalized suggestions.

Meta has added video features to attract more young users to Facebook

Amid an aging userbase and competition from newer social networks like TikTok, Facebook has seen its perceived relevance and cool factor progressively decrease. The Local tab and dating features are among several efforts to counter this perception.

Mark Zuckerberg credits some of Facebook's success to constant evolution

Before becoming the head of OpenAI, Sam Altman was the president of Y Combinator—a startup accelerator company that supported companies like Airbnb, DoorDash, and Coinbase. In 2016, Altman interviewed Zuckerberg about creating Facebook and its growth over time. Zuckerberg said that, unlike other companies (think: CourseMatch), Facebook kept growing and adding new features, which prevented the app from becoming obsolete.

Extremist groups have used Facebook to propagate misinformation and recruit members

For years, Facebook has been accused of taking a too-light approach to content moderation. While it's made strides in recent years, problematic content continues to thrive on the company's platforms.

Facebook dominated US social ad spend in the first half of 2024

This data visualization shows the social media platforms where advertisers spent the most money in the first six months of 2024, with Facebook leading the pack taking home 36.3% of US social ad spend.

The majority of Meta's revenue comes from advertising

Since introducing Facebook Ads in 2007, ads have become the main way Meta makes money and keeps the social media platforms free for users. Meta's targeted ad program allows businesses to set a maximum advertising budget and be charged only for the actual number of impressions an ad receives. In 2025, $196.175B of Meta's $200.966B annual revenue came from advertising.

Bias can manifest in algorithmic decisions because the program follows rules that may have been written by individuals unaware of their own biases.

Why Google Search's ranking system combines filters, signals, and machine learning layers

Rather than static rankings, dynamic tools continually shift search results in real time. These include Twiddlers, which adjust ranking positions based on document traits and search context, and FreshnessNode, which reshuffles top results to prioritize timely informational content.

Facebook launched in a Harvard University dorm room in 2004

The controversial "FaceMash," where students rated each other's attractiveness, was the precursor to Mark Zuckerberg's social network. The platform rebranded as Meta after several acquisitions and a push into virtual reality, distancing itself from controversies.

Learn how the algorithms behind Tinder, Bumble, Hinge, and other dating apps work

Formerly based on the Elo rating system, which ranks chess players, the Tinder algorithm is built on user data, with more time spent on the app providing more data on user preferences from which to customize potential matches. OkCupid's match percentage algorithm relies on overlaps in users' search preferences and responses to a subset of over 4,000 questions.

Facebook was sued for $150 billion over the violence against Rohingya refugees

Facebook has been criticized for years for a prevalence of disinformation and hate speech, a problem that's not just confined to digital content. The plaintiffs argue Facebook's algorithm amplified dangerous propaganda in Myanmar, contributing to violence.

How the YouTube algorithm works, according to MrBeast

In this brief interview clip, the YouTube savant "MrBeast" summarizes how the YouTube algorithm—which he relies on to make his content go viral—actually works.

Meta Platforms Inc., which owns both Facebook and Instagram, is the largest social media company in the world.

Algorithms can be designed to train themselves and self-improve without human input, to the point where the optimized code is too complex for programmers to understand.

Social media algorithms are shaping real-life language through memes

The evolution of the internet in the early 2000s supercharged the creation and spread of memetic content. Now, highly tuned algorithms on platforms like TikTok and YouTube influence the language, phrasing, and content of creators, which shapes how we use language in the real world.

Around 87 million users were impacted by Facebook's Cambridge Analytica scandal

Cambridge Analytica, a consulting firm with Russian and conservative ties, harvested data from Facebook users through a research tool that tracked interests across social connections on Facebook. Those profiles were used for targeted ad campaigns supporting Donald Trump in 2016 and pro-Brexit ads. A whistleblower originally said the private data of more than 50 million Facebook users was compromised, but a Facebook officer later estimated the number was around 87 million. Facebook settled the class-action lawsuit over the privacy breach for $725M in 2022.

Mark Zuckerberg apologized for not doing enough to stop the spread of misinformation on Facebook ahead of the 2016 election

Leading up to the 2016 election, misinformation about both Donald Trump, Hillary Clinton, and even Barack Obama flourished on Facebook. In the final stretch leading up to the election, more than one-quarter of Americans visited a fake news site supporting either Trump or Clinton. Many fake news studies have widely different methods of measuring and assessing the impact of fake news, so the actual impact it had in the 2016 election is unclear.

Netflix's recommendation algorithm was born from a $1M competition

In 2006, Netflix launched an open competition for data science teams to develop approaches to outperform its recommendation algorithm. Three years later, the prize was awarded after a group of competitors merged, developing a solution that beat Netflix's internal algorithm by more than 10%. Today, recommendations are based on what users watch, particularly via bingeing.

Facebook launched its 'like' button and Twitter its 'retweet' button in 2009, innovations psychologist Jonathan Haidt argues rewired social media to reward outrage over accuracy.

The 'Facebook papers' revealed the company prioritized profit over public safety

A whistleblower came forward with internal documents showing employees warned leadership about the company's role in fueling political unrest and misinformation. Systems like XCheck shielded high-profile users like President Donald Trump from normal content rules, often to avoid PR backlash.

See the news with AI-generated data visualizations

Realtime uses generative AI to create immediate data visualizations of news items on its regularly-updated feed, pulling from public data feeds. Peruse stories around sports, economics, politics, and more with the helpful aid of charts and graphs. See the shape of the news with this clever AI tool here.

Facebook's internal documents show that though the company publicly plays down Instagram's harms, its own research found that Instagram has promoted mental health issues for teens.

YouTube plans on embracing AI-powered features

YouTube CEO Neal Mohan lays out a series of priorities and predictions for how the online video giant will continue to evolve. Mohan says the company wants AI to play a bigger role—in addition to figuring out how YouTube can evolve and improve the experience of streaming its content.

Ads follow you around the internet through technology called 'cookies.'

How to read the news on TikTok

There's plenty of news on TikTok, but that doesn't mean it's all reliable. This guide, written by a communication technology professor, breaks down the ways the app's algorithm delivers news. It also covers how users can determine whether or not a story is factual or misleading. Most strikingly, the professor warns readers that if they didn't search for a TikTok video, then "it probably found you."

Randi Zuckerberg, Mark's sister, was Meta's first marketing director

Randi is two years older than Mark and also attended Harvard before working in advertising. Before joining Facebook, Randi worked in digital advertising at Ogilvy & Mather. In 2018, Randi attracted criticism for saying Holocaust deniers shouldn't be banned on Facebook. She's also previously been criticized for her own seemingly contradictory sentiments on Facebook's privacy rules.

Before 'The Facebook', Mark Zuckerberg made 'Facemash.com'

During Mark Zuckerberg's sophomore year at Harvard, he built a website that allowed users to rank and rate people's pictures from the school's online "facebooks" called Facemash.com, which quickly went viral. He was placed on academic probation for violating the school's rules around data, privacy, and computer usage. Zuckerberg says the website was a prank and he never intended for so many people to see it. FaceMash is credited with being the predecessor to Facebook.

In 2018, Tencent's market capitalization hit $580B, surpassing Facebook (now Meta) for the first time.

Machine learning lets computers learn from data instead of relying on programming

ML is a core part of artificial intelligence and is foundational to applications like chatbots, fraud detection, and self-driving cars. Businesses are also adopting it to improve efficiency and identify patterns in data, though the latter may be inaccurate.

The AI that creates any picture you want and how it works

Since January 2021, advances in AI research produced a plethora of deep-learning models capable of generating original images from simple text prompts. Researchers at OpenAI, Google, Facebook, and others have developed yet to be released text-to-image tools, and similar models have proliferated online. This video is a primer on how we got here, how the technology works, and its implications.

An overview of 12 fundamental types of algorithms and the uses for each

These include search algorithms to quickly process and find important information, cryptographic algorithms to secure communications, randomized algorithms—such as Monte Carlo simulations for estimating probabilities of outcomes—and greedy algorithms, which make optimal choices based on available data in a step-by-step fashion, as seen in navigation apps.

Private Facebook groups are acting as an entryway to support groups

Many groups are findable via search but only members can see their content. Others are "secret"—meaning an existing member must invite you to become part of it. But they're all free, remote, and potentially accessible 24/7. (Some users may encounter a paywall.)

In high school, Mark Zuckerberg rejected Microsoft's proposal to buy his music suggestion software for $950K

Mark Zuckerberg and Adam D'Angleo built a website called "Synapse," which created playlists for users based on their listening preferences and an algorithm to suggest new songs, in September 2002.

One Facebook investor turned $500K into $1B

Peter Thiel was Facebook's first big investor. In 2004, he invested $500K into the social network, long before the company owned Instagram or renamed itself "Meta." In 2012, when he sold off most of his stake, he turned that initial $500K investment into more than $1B in cash.

Mark Zuckerberg views Meta as a technology company—not a social media company

Despite Meta's core products being social media apps, Zuckerberg is adamant that Meta is a technology company that has built social media apps, but can build and is comfortable building other technologies—like AI-integrated glasses and virtual reality labs.

At 12 years old, Mark Zuckerberg built a messaging platform for his family called 'ZuckNet.'

Mark Zuckerberg has long been an advocate for open source technology.

What is the Fediverse?

The "fediverse" is a league of like-minded apps looking to make our digital identities—including posts, followers, activity—move seamlessly between networks. It's a decentralized approach, making various social networks interoperable in contrast to Facebook and Twitter, where content is platform-specific. The fediverse provides stability and control to users. Learn more here.

As of April 2022, a million people access Facebook on the dark web monthly

While those using an anonymized web browser, such as Tor, have been able to access the social network's .onion site since 2014, the announcement marks a major milestone by the tech giant, which has worked to ensure its users can bypass restrictions by various governments and continue visiting the site.

Mark Zuckerberg said some of the details in 'The Social Network' movie were spot-on—but most of the story arcs were inaccurate.

AI is transforming the marketing and advertising industries

Many marketers argue that AI is useful in an ad agency setting. Others attribute the significant layoffs the industry has faced in recent years, at least in part, to AI. Agency leaders and big tech firms alike have supported experimenting with artificial intelligence’s capacity to create content once reserved for agency creatives.

As of 2026, age verification systems on online platforms have included the collection of personally identifying information, such as government IDs, and biometric age checks that rely on AI-based facial recognition.

How political campaigns use your data

What do campaigns know about US voters, and how do they use that information to shape their strategies during elections? US political campaigns base their strategies and tactics on data collected from more than 200 million voting-age Americans. This visualization by Reuters breaks down how data firms create national databases of voter files, collecting information from a variety of sources to create detailed voter profiles and how political campaigns use that data.