One of the things that we do is ask product managers to go travel to an emerging-market country to see how people who are getting on the Internet use it. They learn the most interesting things. People ask questions like, ‘It says here I’m supposed to put in my password — what’s a password?’
The News Feed is perhaps the world’s most sophisticated mirror of its readers’ preferences—and it’s fairly clear that news isn’t one of them. We simply prefer stories that fulfill the very purpose of Facebook’s machine-learning algorithm, to show us a reflection of the person we’d like to be, to make us feel, to make us smile, and, most simply, to remind us of ourselves.
Derek Thompson, The Facebook Effect on the News, The Atlantic.
Thompson uses data from the BuzzFeed Partner Network (a conglomeration of popular sites) to compare the type of content that goes viral three different ways: Twitter, Search Traffic and Facebook.
It’s a blend of news, like terrorist attacks and music shows, and evergreen silliness with Ryan Gosling and Kim Kardashian.
In Search Traffic:
Just about all of them arguably count as “news.” They describe recent events, whether it’s a bikini sighting, terrorist explosion, or celebrity death.
Of the 20 most viral stories on BuzzFeed’s network, only seven deal with recent events. Only three deal with what you might call national news stories: the Miss America Pageant, Netflix technology, and the Video Music Awards (not quite A1 fare, but news, nonetheless). But the vast majority of these stories aren’t really news, at all. They’re quizzes about your accent, lists of foods and photographs, funny reminders of what life feels like as you age. For lack of a better term: They’re entertainment.