Widely Viewed Content Report: What People See on Facebook

Q3 2021 report

Table of Contents

Introduction

The Widely Viewed Content Report aims to provide more transparency and context about what people are seeing on Facebook by sharing the most-viewed domains, links, Pages and posts for a given quarter in News Feed in the United States. You can also find additional insights into the different content types that appear to better understand Facebook’s distribution systems and how that influences the content people see on our platform. We plan to expand the scope of this report in future iterations. It will continue to appear in conjunction with our quarterly Community Standards Enforcement Report.

A few things to note:

  • Context on the report’s methodology and additional information that may help you understand this report can be found in our Companion Guide. A summary of changes in each report can also be found in our Changes, Corrections and Adjustments page. An archive of prior reports can be found here.

  • This report shares data about views of content in News Feed, including recommended content, seen in the United States between July 1, 2021 and September 30, 2021 (referred to as “Q3 2021” in this report). All data and statistics in this report adhere to these parameters.

  • The report doesn’t include ads or the things people viewed outside of News Feed, like on Watch, Marketplace or other places within the app. All data and statistics in this report adhere to these parameters. You can read more about our data inclusion/exclusion methodology in the Companion Guide.

  • The view and viewer counts in this report are based on views on both public and private content. However, the tables highlighting our top content may include content which was publicly available but subsequently removed by the original content creator or by Facebook, or whose audience has changed. To respect privacy we won’t display the original content, but will instead leave a placeholder and share whether it was a Facebook or user-initiated change.

  • Due to rounding, some totals included in the report may not equal the sum of the separate figures.

  • Given Facebook's size, it may be difficult to interpret the scale of content views in this report. To help, at the beginning of the domains, links, Pages and posts sections we share data to help contextualize how widely the content was viewed. As an example, you can see in the pie chart below that content views of the posts in this report represent 0.1% of all News Feed content views by US users during Q3 2021 because there’s so much content on Facebook. In fact, the items seen by the most people — as described in this report — still comprise only a small portion of the total number of content views, because, given the customized nature of News Feed, most of what people see on Facebook is uniquely personalized.

Posts with the most News Feed content viewers in the US during Q3 2021 represented only a small fraction of all News Feed content views in the US.

Report terminology:

Here are some terms found in the report, and Companion Guide, and what they mean:

Content View

is what is counted whenever a piece of content appears in News Feed. If there are multiple pieces of content in a post, the view is assigned to the post.

Content Viewer

is an account who viewed a piece of content on News Feed. This metric is estimated.

Domain

refers to the name of a website. A domain name is a unique name that identifies a website. For example, the domain name of Facebook is "facebook.com."

Subdomain

refers to a domain that is part of a larger domain. For example, Facebook’s mobile site "m.facebook.com" is a subdomain of "facebook.com."

Link

refers to a web address that leads to a specific webpage. Note that all links must contain a domain, but sometimes links are just the domain itself. For example, "facebook.com" is a link to Facebook's homepage as well as its domain. For this reason it may appear that domains are included in the link section of the report, when in fact these are links that contain only domains.

News Feed

is the constantly updating list of posts in the middle of a user’s home page which includes status updates, photos, videos, links, app activity and interactions from people, Pages and Groups.

Organic Content

refers to any post that is not an advertisement. If content received views both as organic content and as an ad, we will count the organic view but not the views on the ad.

Page

refers to public pages created by businesses, brands, celebrities, creators, media outlets and more.

Posts with a link

is any post that has an external link included in it.

Connected Content

refers to content from people someone has added as a friend, Groups they have joined, or Pages they have followed.

Unconnected Content

refers to content in someone’s News Feed that did not come from friends, Pages people followed, or Groups that they were a part of. "Suggested For You” posts in News Feed are an example of unconnected content.

Ads

refers to content that gained some or all of its distribution using one of Facebook’s advertising tools.

What a typical News Feed looks like

By far, the most common experience in News Feed for people in the US is to see posts without links and from their friends or from Groups they’ve joined.

Where most News Feed views come from

87.1% of views came from posts shared by people’s friends, from Groups people had joined, or Pages they had followed. Of the remaining 12.9% of News Feed content views in the US during Q3 2021, 11.7% came from in feed recommendations which show people content from sources they are not connected to but we think they might be interested in; we refer to this content as ‘unconnected posts’. The last 1.2% came from less common products, such as Events, and logging discrepancies.

Organic News Feed content views in the US during Q3 2021, broken down by source of the content.

What usual News Feed content looks like

Most of the views in the US during Q3 2021 (86.5%) did not include a link to a source outside of Facebook. For the 13.5% of posts that did include a link, they typically came from a Page the person followed (this includes posts which may also have had photos and videos, in addition to links).

News Feed content views from content viewers in the US during Q3 2021, broken down by inclusion of links and the most-viewed news domains.

You can see all this summarized in the following table:

Posts From Friends and People FollowedPosts from Groups joinedPosts from Pages followedUnconnected PostsOtherGrand Total

post with a link

2.2%

0.9%

6.8%

3.4%

0.1%

13.5%

post with no links

52.2%

16.9%

8.2%

8.2%

1.1%

86.5%

Grand Total

54.4%

17.8%

14.9%

11.7%

1.2%

100%

Organic News Feed content views in the US during Q3 2021, broken down by whether the individual post contained a link to an external site or app.

Widely viewed content overview

The following sections include the domains, links, Pages and individual posts that were viewed by the most content viewers in the US during Q3 2021. Each section starts with data to help contextualize just how widely viewed the content were, and then presents the Top-20 pieces of content in order from most to least content viewers. Our goal is to be transparent about our most viewed content, and to shed light on the fact that while an individual piece of content might be viewed by a very large number of people, Facebook is so large that the content will only represent a small fraction of total views in News Feed in the US that quarter. In short, it is not very common for different people to see the same content in their News Feeds.

To learn more about how content was included in this report, read about how content is recommended in News Feed, how our algorithms try to predict what people want to see out of trillions of eligible posts, or how we reduce reduce problematic content.

Widely viewed domains

A few interesting facts about widely viewed domains this quarter:

  • News domains in the list accounted for about 0.3% of all News Feed content views. This remained unchanged from Q2 2021.

  • 13.5% of News Feed content views were on posts with links. In Q2 2021, 12.9% of News Feed content views were on posts with links.

  • The top 20 domains seen here collectively accounted for about 2.0% of all News Feed content views in the US during Q3 2021. In Q2 2021, the top 20 domains collectively accounted for about 1.9% of all News Feed content views.

RankDomainContent Viewers

1

youtube.com

183.8M

2

gofundme.com

132.0M

3

amazon.com

131.7M

4

media1.tenor.co

124.7M

5

twitter.com

118.8M

6

unicef.org

111.1M

7

linktr.ee

102.9M

8

tiktok.com

99.4M

9

abcnews.go.com

98.2M

10

cdc.gov

97.8M

11

playeralumniresources.com

97.2M

12

open.spotify.com

91.9M

13

dailymail.co.uk

89.6M

14

nypost.com

86.1M

15

ranker.com

85.6M

16

nbcnews.com

83.6M

17

eventbrite.com

83.4M

18

cnn.com

82.8M

19

paypal.com

81.3M

20

etsy.com

80.9M

Top domains by organic News Feed content viewers in the US during Q3 2021. Because this list focuses on non-Facebook links, it excludes Facebook and Instagram domains. It also excludes log-in pages for email services such as Gmail and link aggregators. See the Data Inclusions/Exclusions section of the Companion Guide for more information.

Widely viewed links

A few interesting facts about widely viewed links this quarter:

  • The top 20 links seen here collectively accounted for 0.1% of all News Feed content views in the US during Q3 2021. This remained unchanged from Q2 2021.

  • The most popular links on Facebook in Q3 2021 ranged from authoritative sources promoting COVID-19 vaccinations to entertainment websites, reflecting the wide variety of content people see on Facebook.

Top links by organic News Feed content viewers in the US during Q3 2021. Because this list focuses on non-Facebook links, it excludes links to Facebook and Instagram. It also excludes log-in pages for email services such as Gmail and link aggregators. See the Data Inclusions/Exclusions section of the Companion Guide for more information.

Widely viewed Pages

A few interesting facts about widely viewed Pages this quarter:

  • The top 20 Pages listed here collectively accounted for about 1.0% of all US content views during Q3 2021. In Q2 2021, the top 20 Pages collectively accounted for 0.8% of all US content views.

  • The majority of the Pages are related to lifestyle and entertainment.

RankPage LinkPage NameContent Viewers

1

facebook.com/376347092480657

Thinkarete lifestyle

140.9M

2

facebook.com/229283250455260

96.9 The Eagle KKGL

133.2M

3

facebook.com/100044603911781

Moore or Less Cooking Blog

128.9M

4

facebook.com/100044314755323

Kitchen Fun With My 3 Sons

127.9M

5

facebook.com/68793499001

UNICEF

125.3M

6

facebook.com/157682947576349

101.9 KISS FM

121.4M

7

facebook.com/102845731859490

That ain't right

112.6M

8

facebook.com/107504660991761

Meme Feed

111.9M

9

facebook.com/175750359224528

LADbible Australia

109.1M

10

facebook.com/244713198899996

Do You Remember When

108.2M

11

facebook.com/100044377691337

Sassy

103.8M

12

facebook.com/154163327962392

World Health Organization (WHO)

103.7M

13

facebook.com/233405457965

Lori Foster

100.3M

14

facebook.com/77018529522

Womenworking.com

96.8M

15

facebook.com/1615635982023706

Trending World by The Epoch Times

96.6M

16

facebook.com/1421000564806085

The Typical Mom

96.2M

17

facebook.com/1484681685114706

Chris Jacke

94.9M

18

facebook.com/225887867458487

Adley

94.3M

19

facebook.com/95926963131

People

93.0M

20

facebook.com/100057629680778

All Things Mamma

92.8M

Top Pages by organic News Feed content viewers in the US during Q3 2021.

Widely viewed posts

A few interesting facts about widely viewed posts this quarter:

  • The top 20 posts seen here collectively accounted for about 0.1% of all US content views. This remained unchanged from Q2 2021.

  • The majority of the most-viewed posts on Facebook contained either a photo or were texts posts.

Top posts by organic News Feed content viewers in the US during Q3 2021.

What's next

The report is one of several we publish with the goal of being transparent about what people experience on the platform. We expect future editions of this report will expand and will continue to appear in conjunction with our Community Standards Enforcement Report.

Report archive

You can download prior releases of the WVCR, along with their supporting documentation here.