Despite recent efforts to improve transparency, Facebook continues to face user skepticism about its algorithms. In response, Mark Zuckerberg’s team has disclosed how content recommendations work on Facebook and Instagram, including the types of content it deliberately avoids recommending and why. The Hidden Side of Recommendations Facebook and Instagram rely on personalized algorithms to suggest content, accounts, and entities like pages, groups, or events that users may not already follow. Common recommendation features include "Pages You Might Like," "Suggested" posts in the News Feed, "People You May Know," and "Groups You Should Join." To prevent the amplification of content that violates its policies, Facebook has developed stringent recommendation guidelines: “Through our recommendation guidelines, HRU Developerswe avoid offering content that may be of low quality, objectionable, or inappropriate for younger users. These guidelines maintain a higher standard than our community standards.” Five Categories of Excluded Content Facebook has outlined five types of content that, while not explicitly breaking its rules, are ineligible for recommendations: Content That Undermines Community Safety Posts related to self-harm, violence, sexually explicit material, or the promotion of regulated products (e.g., alcohol, prescription drugs) are excluded. Pages that share such content—even indirectly—risk being deprioritized. Key Takeaway: Brands handling adult products, alcohol, or tobacco must be cautious with their posts to avoid losing recommendation visibility. Sensitive or Misleading Content About Health or Finances Content exaggerating cosmetic procedures or promoting unverified health claims (e.g., miracle weight loss supplements) is restricted. Similarly, deceptive financial models or unclear loan terms are disallowed. Key Takeaway: Ensure transparency and avoid exaggerations in your health or financial-related posts. Content Users Don’t Like Posts identified as clickbait, engagement bait, misleading contests, or links to low-quality websites are flagged. Key Takeaway: Avoid strategies like clickbait headlines or hosting misleading giveaways to maintain your content's reach. Low-Quality or Non-Original Content Content that is heavily recycled or lacks transparent authorship is excluded. Additionally, posts from websites receiving disproportionate Facebook traffic compared to other platforms may be flagged. Key Takeaway: Create original and authentic content to ensure broader reach. Avoid duplicating posts across multiple pages verbatim. False Information or Hoaxes Fact-checked false claims, vaccine misinformation, and fraudulent activities (e.g., fake documents) are strictly prohibited. Key Takeaway: Stay credible and fact-based to avoid penalties and ensure long-term engagement. Additional Restrictions Beyond the outlined categories, Facebook also avoids recommending accounts that: Violate community standards. Repeatedly post rule-breaking content. Have been banned from running ads. Are linked to offline violence or extremism. Engage in unethical practices like purchasing fake likes or followers. The Bottom Line While adhering to Facebook’s guidelines may seem restrictive, it is critical for long-term growth. Following these rules not only helps increase exposure but also ensures better engagement with an authentic audience. By understanding and aligning with these recommendations, businesses and content creators can optimize their strategies and make the most of Facebook and Instagram’s platforms.