gradual changes
- feeds from chronological to recommended
- content from non-friends
- story saturation
- Nov 2020: “Facebook has increased the number of ads served on its platforms by a quarterly average of nearly 30% year on year since the third quarter of 2015.”
- reel saturation
- Q4 Earnings, Zuckerberg “[He added that] he expects recommended content to grow to encompass 30%-40% of the content shown in users’ Facebook and Instagram feeds by the end of 2023.”
- story saturation