Meta has published the Most Viewed Content Report on Facebook (WVCR) for the fourth quarter of 2021, detailing the most visited posts and the links that have registered the highest number of clicks on Facebook. United States and with which it has determined that the majority of users consume publications shared by their friends, groups or pages that they follow.

This report, which incorporates data on views that took place between October 1, 2021, and December 31 of the same year, aims to provide greater transparency and context about what Facebook users in the United States view on the Internet. platform, as reported by Meta.

It does this by sharing the most viewed domains, links, pages and posts in the ‘feed’ during a given quarter. In addition, it includes content recommended by Facebook. However, this report does not incorporate data related to ads or content viewed outside of the ‘feed’, such as in the Watch sections, Marketplace, or other places within the app.

How is this measurement done?

View and viewer counts are based on views of both public content and private content. However, Facebook takes into account that the majority of users view personalized content uploaded by contacts on their friends’ lists, so the details in this report are only a small part of the total number of views.

Compared to the last quarter, Meta has noted that this report includes the appearance of the short videos called ‘Reels’, which were released in the United States in late September 2021 and have recently expanded globally.

According to Meta, the generalized behaviour of Facebook users in the United States is to see posts from their friends or the groups to which they belong in the ‘feed’, without links.

86.8% is friends content

So much so that 86.8 percent of the views that took place in the last quarter of last year came from publications shared by friends or acquaintances of these users, groups or pages that they had followed.

Of the remaining 13.2 percent of views, 10.7 percent came from ‘feed’ recommendations – which show users content from pages or public profiles with which they are not connected, but which might interest them -, while 2.5 percent came from spaces such as Events.

Additionally, the majority of views during Q4 2021 in the United States, 84.5 percent, did not include a link to an external Meta social network feed.

Meanwhile, the 14.6 percent that did, tended to come from pages that users did follow. In the latter case, posts that may also contain images or videos are included, in addition to these links.

The most popular links on Facebook in the fourth quarter of 2021 were humour, culture and cooking content and videos. It should be noted that links that are not from Facebook or Instagram or from email services, such as Gmail, do not appear in this list.

Links

Thus, the 20 links with the highest number of clicks in the fourth quarter collectively represented 0.1 percent of all Feed content views in the United States, a figure that has not changed compared to the previous quarter.

In this case, the most visited links were the YouTube channels Heartwarmingthings and The Kiwi or the web pages Steve FM 104.9, London Edge, Austin Kellerman, My Incredible Recipes and ABC News, among others.

This summary also incorporates the most viewed domains or webpages, as well as the individual links, pages, and posts that most users viewed or viewed during Q4 2021.

News

According to Meta, news domains accounted for about 0.4 percent of all feed content views. The ranking includes YouTube, TikTok, GoFundMe, Amazon, Twitter, LinkedIn, Spotify, Tenro GIF Keyboard, NBC and CNN in the top positions.

On the other hand, most of the most viewed pages were related to lifestyle and entertainment, a trend that had been taking place since the analysis of the third quarter of the year 2021.

The most viewed pages together accounted for around 1.1 percent of all content views in the United States and in the first position was one removed from the social network for violating the standards of its community, of which Meta has not revealed its identity. identity. It was followed by Thinkarete, WomenWorking.com, Do You Remember When, Newsner, LASBible Australia, The Dodo, 3 AM Thoughts, 97.1 QMG and Eric Alper, who all made it to the top of the list.

In addition, the social network has indicated that most of the most viewed posts on Facebook contained a video, an image or were text messages without multimedia elements and were also related to entertainment and humour.

Among the most visited videos, one stands out in which a female referee confronts a player, with 92.3 million views, a couple caught in a bathroom by the police during a Carolina Panthers team game (71.1 million) and a whale interacting with a surfer (64.2 million).