The Shift in Meta’s Political Strategy: A New Era for Social Media
In January 2021, the landscape of social media and political discourse shifted dramatically when pro-Trump rioters stormed the U.S. Capitol. In the wake of this unprecedented event, Mark Zuckerberg, the CEO of Meta (formerly Facebook), announced a new priority for the company: reducing the amount of political content on its platforms, including Facebook and Instagram. This decision marked a significant pivot for a company that had previously embraced its role as a facilitator of political discourse.
The Implementation of New Policies
As the United States approaches the November elections, Zuckerberg’s strategy appears to be taking effect. Users of Facebook, Instagram, and Threads are noticing a decrease in the prominence of political content. Meta has automatically adjusted app settings to de-emphasize posts related to campaigns and candidates. This shift has made it more challenging for users to encounter political misinformation, especially after the removal of transparency tools that journalists and researchers relied on to monitor political activity on the platforms.
Internally, the changes are evident as well. Zuckerberg no longer holds weekly meetings with the heads of election security, a practice he maintained in the past. Reports indicate that the number of full-time employees dedicated to election integrity has been reduced, and the election integrity team has been disbanded, although Meta claims these workers have been integrated into other teams. Instead of a dedicated "war room" for election preparations, Meta plans to operate an election operations center closer to the election date, a model they previously used during presidential debates and primaries.
A Desire for Neutrality
In a letter to the House Judiciary Committee, Zuckerberg articulated his desire to distance Meta from politics, emphasizing a goal of neutrality and a commitment to not appearing to play a role in political outcomes. This marks a stark contrast to the company’s earlier years, where it sought to be at the forefront of political engagement. Katie Harbath, a former Facebook employee, noted that this shift represents a significant change in the company’s approach to elections and political content.
The result of these changes has been a noticeable reduction in the headlines that once dominated discussions about Meta’s influence on political discourse. Instead of political content, users are now more frequently recommended posts about sports, cooking, animals, and celebrity gossip.
The Rise of Alternative Platforms
As Meta steps back from political content, other platforms are stepping into the void. TikTok and Elon Musk’s X (formerly Twitter) have become prominent venues for political conversations. Campaigns, including those of Vice President Kamala Harris and former President Donald Trump, are increasingly turning to niche TikTok creators to connect with younger voters. Musk’s frequent posts about Trump further highlight the shift in political engagement online. Even Zoom has emerged as a gathering place for grassroots political organizing, showcasing the evolving landscape of political communication.
Political Content Still Exists
Despite Meta’s efforts to reduce the visibility of political posts, they have not vanished entirely. Users can still find political groups and content on Facebook and Instagram with relative ease. Misinformation and conspiracy theories continue to circulate, particularly in private groups on Facebook and WhatsApp. The company remains vigilant, regularly removing disinformation campaigns originating from countries like Iran, China, and Russia. Notably, during a debate, Trump spread false claims about Haitian immigrants, which originated from a debunked Facebook post that had been shared millions of times.
A Mixed Response to Meta’s Strategy
Emerson Brooking, a senior fellow at the Atlantic Council’s Digital Forensic Research Lab, described Meta’s shift as a "stunning retreat." While political content may be harder to find, he pointed out that other problematic content, such as violence and drug-related material, remains readily accessible. Meta has stated that it continues to enforce its policies through dedicated safety and security teams.
Meta’s decision to reduce political content aligns with user feedback indicating a desire for less political discourse on the platform. Dani Lever, a Meta spokeswoman, emphasized that engagement on the apps remains strong, with users expressing a preference for a less politically charged environment. The company’s user base has continued to grow, and revenue has surged as they leverage artificial intelligence for improved ad targeting.
Historical Context and Future Implications
Zuckerberg’s distancing from politics has been a long time coming. Following the fallout from the 2016 election, where Meta faced criticism for facilitating the spread of Russian disinformation, Zuckerberg embarked on a lengthy apology tour, including appearances before Congress. Over time, he became frustrated with the lack of progress in defending the company against political scrutiny. As Meta found itself caught in partisan politics, with Democrats accusing it of not doing enough and Republicans claiming it was overreaching, the pressure mounted.
Before the 2020 election, Zuckerberg prioritized election security, directing significant resources toward combating misinformation. However, despite these efforts, conspiracy theories continued to proliferate on the platform, culminating in the events of January 6, 2021. Following the Capitol riot, Zuckerberg announced plans to reduce political content, stating that users did not want politics to dominate their experience on Meta’s services.
The Evolution of Meta’s Platforms
In the lead-up to the 2022 midterm elections, Meta restructured its election teams and reduced the number of employees focused on election integrity. The company began testing reduced political content visibility in various markets, including Brazil. As part of a broader strategy, Zuckerberg cut a significant portion of Meta’s workforce, with many members of the integrity teams being among the first to go.
The introduction of Threads, a platform seen as a competitor to X, further illustrates Meta’s shift away from political content. Adam Mosseri, who oversees Threads and Instagram, indicated that the platform would avoid recommending political content unless users actively sought it out.
Zuckerberg’s New Focus
Zuckerberg’s personal engagement with political content has also changed. His posts on Threads and Instagram now focus on technology, personal interests, and hobbies, with little to no political commentary. The responsibility for overseeing election issues has largely shifted to Nick Clegg and Guy Rosen, who now manage the day-to-day operations related to election security.
While Zuckerberg has pivoted towards discussing artificial intelligence and the metaverse in public forums, the question remains whether this strategy will endure. Following his letter to Congress, Meta faced criticism from both sides of the political aisle regarding its role in political speech. As campaigns ramp up their social media efforts, particularly on platforms like Meta, the company may find it increasingly difficult to maintain its distance from political discourse.
The Ongoing Challenge
As the political landscape continues to evolve, Meta’s approach to political content will be closely scrutinized. The company’s efforts to reduce political discourse may provide a temporary respite from the scrutiny it faced in previous election cycles, but the reality is that politics is an inescapable part of social media. As former employee Katie Harbath noted, "they can run, but they can’t hide from it." The challenge for Meta will be to navigate this complex terrain while balancing user preferences and the inherent demands of political engagement in a digital age.