Unconnected content now fills at least half of Facebook and Instagram feeds

Facebook and Instagram users are seeing an unusually high volume of posts from accounts they do not follow, and the shift is deliberate. Meta's AI-powered discovery engine surfaces unconnected content based on hundreds of behavioral data points, and what began as roughly 20 percent of the feed has grown to at least half, by some estimates 60 percent. The trend has marketers debating whether to abandon Facebook for TikTok or YouTube, though the discovery engine carries an upside: a business's content can be suggested to non-followers who happen to be a good fit for its products or services.

Meta keeps pushing the model for two reasons: it is the formula behind TikTok's success, and studies show that surprise keeps people on the platforms longer, by an estimated 6 to 8 percent. The practical advice making the rounds is to stay committed to Facebook, which remains the behemoth despite its issues, while also building out a YouTube channel.