Facebook Wants To Know Why Users Hide Ads, Other Content On News Feed

Facebook users who have elected to hide posts in your News Feeds: The social network wants to know why.

Facebook users who have elected to hide posts in your News Feeds: The social network wants to know why.

Product Manager for Ads Fidji Simo told ABC News Facebook will begin testing new menus and options over the next three to four months aimed at learning why users choose to hide status updates, photos, articles, and, particularly, ads.

ABC News pointed out that users who hide right-hand-side ads are asked if they did so because the content was uninteresting, misleading, explicit, offensive, or repetitive, but there is currently no such option in News Feed, desktop or mobile.

Simo told ABC News the tweaks would encompass all News Feed content, but ads are clearly the focus, as Facebook aims to serve the most relevant ads to its users. She added:

Over the next few months, what you will see from us is more on why people like and don’t like certain things in their feed. We are planning to refine those so users can tell us exactly the reasons they are hiding that piece of content.

If a lot of people start reporting that something is offensive, it’s something we would probably not show to a lot more users. If you tell us that something is uninteresting, we would show you less about that, but we wouldn’t use that signal with other users.

The more relevant ads are, the better the Facebook experience. Our objective is to align advertising with people’s specific interests.

Altimeter Group Digital Media and Advertising Analyst Rebecca Lieb weighed in on the subject with ABC News, saying:

This will be as valuable, if not more valuable, for Facebook because they will have more information about the users’ likes, dislikes, and preferences.

Facebook has to please both constituencies. By giving users more choice, it is saying, “You will have more choice and will have a better experience,” but it’s always important to realize that in return, you are giving Facebook more power to adjust that experience.

Readers: Will you provide Facebook with feedback on why you choose to hide ads and other content in News Feed?

Image courtesy of Shutterstock.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.