Annoyed by Facebook's constant feed refresh? Here's why it's happening...

Lester Kiewit speaks to Nazareen Ebrahim, CEO of Naz Consulting International.

Anyone else annoyed by Facebook's 'Quora auto-refresh' feature continually refreshing before you even get the chance to enjoy that cat video you really wanted to watch? Most users are.

Whether Meta plans to slow down with the constant content pushing anytime soon is undecided. 

Ebrahim says the rapid content distribution on Facebook all comes down to algorithms and Meta's discovery engine scrambling to keep up with content and competitor apps.

"We can never know the realities of the algorithm and its actual behaviours at the back end... safe to say, Meta's always pushing an ideology, new development practices or engineering-focused techniques that meet the demands of what it feels can be relatable to the market at this time."

- Nazareen Ebrahim, CEO - Naz Consulting International

One reason for the content refresh change on Facebook could be because of performance pressure from other social media channels, especially TikTok, says Ebrahim.

"Pressure from performance of other social media platforms, notably, TikTok have pushed Facebook to make their content engine to be more 'discoverable' churning out content in the way it is."

- Nazareen Ebrahim, CEO - Naz Consulting International

But has 'this feature led to an algorithm pushing vapid and often misleading content?'

Perhaps, believes Ebrahim.

Ebrahim also thinks that the rapid content refresh is one way to get Facebook users to click on the 'save' feature to increase engagement on the app. 

"It's fun, it's interesting, it's frustrating but we must remember, as users, the back-end of what's going on with the discovery engine at Meta."

- Nazareen Ebrahim, CEO - Naz Consulting International

Scroll up to the audio player to listen to the full conversation.