In a significant move, Meta is steering its platforms, including Instagram and Threads, away from political content towards more entertaining and less divisive interactions. The announcement by Instagram chief Adam Mosseri outlined a future system where political content will be opt-in by default, requiring users to adjust their settings to continue seeing political posts in their feeds.
The shift follows Facebook and Instagram’s prior initiatives to decrease exposure to political posts, with Threads set to align with this trajectory. For social media marketers, understanding the nuances of this transition is crucial to optimizing post reach.
Mosseri’s clarification highlighted that Meta would enhance its avoidance of recommending political content on surfaces like Explore, Reels, and Suggested Users across both Instagram and Threads. Users desiring political recommendations will have the option to opt in, affecting content recommendations on public accounts but not altering the display of content from actively followed accounts.
The distinction made by Mosseri regarding “accounts” rather than individual posts indicates that the restriction operates at an account level. Even sporadic political posts from an account might result in reduced reach for users not actively following that account.
Meta’s subsequent introduction of “Trending Topics” within Threads, while seemingly conflicting with the political content restrictions, aligns with the broader strategy. With less political content being recommended to users, political topics are less likely to organically trend, making the two announcements complementary rather than contradictory.
Marketers face the challenge of deciphering Meta’s definition of political content and strategizing to avoid potential limitations on their messaging. Meta’s broad guidance defines political content as “likely to be about topics related to government or elections.” Acknowledging the evolving nature of these issues, Meta commits to refining this definition through engagement with users and external experts.
The ambiguity in terms like “social topics” raises concerns for brands, as nearly any topic could be considered social. Meta’s stance that the definition remains fluid due to the dynamic nature of these issues complicates efforts to determine clear boundaries.
This departure from the conventional advice for brands to take public stances on social issues contrasts with consumer preferences. Previous studies suggested that consumers valued brands addressing social and political matters. Meta’s shift prompts brands to reassess their approach to maximize reach within its apps.
The motivation behind Meta’s strategic shift lies in user feedback, echoing Mark Zuckerberg’s statement in 2021 that users desire fewer divisive political posts. Consequently, Meta has actively worked to reduce the presence of news and political content, emphasizing entertaining short video clips that have proven successful in terms of engagement.
This transformation places the onus on brands to generate more entertaining, non-topical content for Meta’s platforms. This is a significant shift, considering that historically, successful posts in social apps often triggered emotional responses, including joy, happiness, anger, or outrage – emotions commonly associated with political content.
In summary, Meta’s departure from political content marks a positive move, but brands must reconsider their strategies to align with this new direction and navigate potential impacts on their efforts within Meta’s apps. As the company continues to implement these changes, the long-term effects remain uncertain. Marketers need to stay vigilant, adapting to the evolving landscape of Meta’s platforms to ensure continued success in reaching their target audiences.
