The standard knowledge across the “widely viewed content report” that Fb launched final week is that it obscured greater than it revealed. The corporate’s effort to display that almost all customers don’t usually see divisive information tales of their feeds obtained widespread criticism for providing solely the highest-level view of the information attainable. Probably the most-shared area on Fb is YouTube.com? Nice, thanks.

However in latest days, I’ve spent extra time wanting on the knowledge Fb truly did share. And whereas it’s true that it tells us little about hot-button points just like the unfold of COVID-19 misinformation or the rise of vaccine hesitancy, the report arguably reveals one thing simply as damning: nearly all the most-viewed posts on Fb over the previous quarter had been successfully plagiarized from elsewhere. And a few of the similar audience-building ways that allowed Russian interference to flourish on the platform in 2016 proceed to be efficient.

As we speak, I wish to have a look at two features of the information. First, we’ll have a look at the most-viewed posts on Fb over the previous quarter to see the place they initially got here from. Second, we’ll have a look at one of the crucial widespread hyperlinks on the platform, which can be working a grift on US army veterans.


It’s onerous to provide you with a good suggestion for a viral social media publish. Which might be why most of Fb’s hottest pages spent the final quarter stealing their concepts from elsewhere.

Fb’s report particulars the top 20 most widely viewed posts on the community over the previous three months. One of many posts was deleted earlier than Fb revealed it. Of the remaining 19, although, solely 4 seem to have been unique. The remaining 15 had been revealed in a minimum of one different place first, and had been then re-uploaded to Fb, generally with small adjustments.

Take the No. 1 publish within the report, a meme from the motivational speaker and writer Gaur Gopal Das. It’s a jumble of letters and phrases beneath the message “First three words u see are your reality.” It was initially posted greater than a yr in the past, however continues to rack up views: 80.6 million individuals have seen it to date.

But it surely wasn’t unique to Das. The meme had been posted to Twitter two weeks earlier by the Ghanaian rapper M.anifest. (It might not have been unique to M.anifest, both; the picture he posted appears pretty distressed, as if it had been copied and re-copied many instances. His tweet is the earliest occasion of the meme I may discover utilizing Google’s reverse-image search, although.)

How about No. 2? In April, musician Ace Gutta posted an image studying “I’m old But I look Young Challenge. Drop a pic 30 and up,” together with a hyperlink to his Instagram. Greater than 61 million individuals noticed it, and 5 million replied. However different individuals had been issuing this “challenge” throughout Fb in 2020, in accordance with a search I did — right here’s a post from one user last October. Right here’s another one from March.

Subsequent up: in Might, the Fb web page for Texas’ hottest morning present, Daytime with Kimberly & Esteban, dared to ask: “What is something you will never eat, no matter how hungry you get?” 58.6 million individuals had been confronted with this query, and a couple of.7 million of them replied. Variations of this query have been floating round Twitter and meme pages for years.

No. 5 discovered “wife, mom, author” Christina Watts starting a fight over whether or not sugar belongs on spaghetti that was visited upon 58.6 million souls; the comic Steve Harvey had tweeted the same question lower than every week earlier.

It takes till the sixth publish till we discover one thing vaguely unique — a message from President Biden that acquired 52.8 million views. He seems to have cross-posted the message from Twitter, similar to his predecessor did.

It kind of goes on like this for the remainder of the highest 20: a number of viral questions stolen from Reddit, Quora, Twitter or different websites, rewarded with large engagement on Fb.

Possibly at this level you’re rolling your eyes. So some dumb meme pages stole memes from different dumb meme pages — what’s the massive deal? And I’ll enable that the Fb pages of Texas-based daytime discuss exhibits sometimes don’t observe the zero-tolerance coverage on plagiarism that journalists do.

Furthermore, Fb has lengthy been dwelling to reappropriated content material, from the freebooting scandal throughout 2017’s pivot to video to the more moderen phenomenon of Instagram’s Reels being flooded with movies bearing TikTok watermarks.

However this sort of dumb, low cost progress hacking ought to sound acquainted to anybody who paid even passing consideration to the 2016 election. Russia’s notorious Web Analysis Company commissioned a troll military to construct up massive followings on innocuous-seeming Fb pages utilizing all kinds of engagement bait, then gradually shifted those pages to begin sharing more divisive political memes.

That’s all a lot tougher to do now, because of quite a lot of measures Fb has taken to make it harder for individuals to disguise their identities or international locations of origin. The corporate now routinely removes networks of pages the place the creators’ identities are suspect. And it’s price saying that in the latest election, inauthentic conduct of the 2016 selection didn’t play a big function.

Most significantly, Fb now has a coverage in opposition to “abusive audience building” — switching matters and repeatedly altering a web page’s title for the aim of rising a following.

But it surely appears notable that for home actors, the ways not solely work, however stay the best option to attain a big viewers 5 years later. Steal some questions that went viral elsewhere, spam them in your web page, and presto: you’re one of many most-viewed hyperlinks for the whole quarter on the world’s largest social community.

I talked about all this with the corporate right now, and it mentioned that re-posting content material from elsewhere doesn’t violate its insurance policies. (Amongst different issues, it could possible be extraordinarily tough to police.) To ensure that Fb to take away posts like these, the corporate mentioned, there needs to be one thing misleading about them: mendacity about who posted them, or the place they reside, for instance.

Fb has come a good distance in eradicating inauthentic individuals from the platform. However what I’d contemplate inauthentic content material dominates the most-viewed posts on the positioning. Within the brief time period, these posts might show to be much less dangerous than the COVID misinformation and Large Lie rabble-rousing that we get labored up about extra typically.

Over the long run, although, they would appear to supply a motivated adversary with a broad assault floor.


There’s one thing else within the knowledge that bothers me — one thing that hints at a few of the darker forces within the ecosystem. The plagiarists who dominate Fb’s high 20 hyperlinks are possible doing it primarily for clout and ill-gotten viewers progress. However a few of the different characters right here seem to have extra direct financial incentives.

Ever since Fb’s report got here out, commentators have famous the big variety of spam networks current within the record of most seen hyperlinks. (That is separate from the record of most seen posts described above; the hyperlinks record consists of cumulative views for a hyperlink throughout Fb; the previous record counts solely views for a person publish.) Most memorably, the researcher Ethan Zuckerman explored the origins of the No. 9 link on Facebook’s list, a talking company of former Inexperienced Bay Packers gamers that acquired 87 million views because of gamers including the hyperlink to low-effort meme posts.

My eyes had been drawn to the Fifteenth-most seen hyperlink, which ends up in a web-based storefront promoting a Vietnam memorial flag. (“Normally, $24.00. But because you are a hero, all you need to pay is $20.00 and you can have a collectors Item.”)

The hyperlinks are promoted through an infinite collection of memes posted each few hours to Fb pages marketed to veterans. You’ll discover it on the “Iraq and Afghanistan Veterans” page and, extra logically, the Vietnam Veterans page. Elsewhere, the Desert Storm Veterans web page hyperlinks to the identical on-line storefront, promoting a Desert Storm memorial flag.

Collectively, they’ve greater than 350,000 followers. And their hyperlink acquired 37 million views over three months. Who runs these pages? Are they veterans? The pages bear no clues, and the directors didn’t reply to messages from me right now. (Certainly one of them did see my message, although, in accordance with Fb Messenger.)

However they appeared acquainted to Kristofer Goldsmith, who has spent years investigating the best way unhealthy actors will pose as members of army communities to run numerous grifts and affect operations. Actually, he mentioned, he had beforehand reported the community to Fb. Amongst different issues, he mentioned, networks like this typically steal plagiarize memes from genuine army communities to hawk merchandise.

“It’s profiting off the death and suffering of service members,” mentioned Goldsmith, a former investigator for Vietnam Veterans of America who now runs an open-source intelligence service named Sparverius. (It’s named after the American kestrel — “the smallest predatory bird in the Western hemisphere,” Goldsmith advised me.)

Goldsmith mentioned that Fb had been gradual to intervene in instances the place web page house owners misrepresented themselves as veterans so as to promote merchandise to members of army households. “As someone who has been trying to help Facebook understand that this is harmful to my community for three, going on four years now, I’m beyond upset that I still have to do this,” he mentioned.

Fb advised me it could look into the community. It famous that it’s typically tough to discern a web page proprietor’s intent from the content material posted, and within the absence of proof of misleading content material, it may be hesitant to behave. Folks have totally different opinions on what counts as “spam”; the dividing line isn’t at all times clear.

On the similar time, the community of pages right here appears purpose-built to evade spam detection. By posting heart-rending memes focused at service members and their households, they’ve made it a lot much less possible that the memes will get reported as spam, at the same time as they publish the hyperlink to the identical low cost flag each single hour.

Regardless of the case, Fb’s record of widespread posts and hyperlinks inform the identical story: the best way to succeed on the platform is by copying another person’s concept.

And in the event you’ve studied the history of Facebook, maybe that gained’t come as a lot of a shock.


This column was co-published with Platformer, a every day publication about Large Tech and democracy.

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