Despite the intense scrutiny over possible negative impacts on its News Feed’s algorithm, Facebook has recently introduced new user controls for individuals and brands — allowing them to tailor what they want and don’t want to see on their feed. This update will also enable brands to avoid unwanted association with sensitive topics through ad placement options in the app.
In addition, Meta (formerly Facebook) announced its plan to collaborate with third-party partners to develop a brand suitability verification tool. This tool will verify whether the content alongside an ad in the News Feed aligns with a brand’s suitability preferences or not — enabling brands to distance their ads from possible backlash and unfavorable impressions.
For individual users, Facebook is testing new ways to make the existing News Feed controls easier to access for more straightforward adjustments to people’s preferences.
As per Meta, “People can now increase or reduce the amount of content they see from the friends, family, Groups and Pages they’re connected to and the topics they care about in their News Feed Preferences.”
With Facebook’s updated News Feed Preferences, you have more control over what is shown on your feed. This is done by allowing you to add someone on your Favorites, snooze users and pages, unfollow pages, and reconnect with profiles and pages you have unfollowed in the past.
What’s more, the company is currently expanding the News Feed controls for Businesses Profiles through adding the Topic Exclusion option. This feature allows brands and advertisers to exclude one or more categories among these three topics: News and Politics, Social Issues and Crime and Tragedy.
In early testing, Facebook found out that marketers who excluded News and Politics avoided the same topic’s adjacency 94 percent of the time. At the same time, Tragedy and Conflict adjacency was avoided by brands at 99 percent, while Social Issues adjacency was averted 95 percent of the time.
“People using our apps can manage the ways advertisers are able to reach them in Ads Preferences. This includes whether or not they are included in the three topics for Topic Exclusion controls for News Feed,” the company added.
Facebook will begin testing these new user content controls for News Feed in 2022 and will give updates starting in the first quarter of the year.
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