Facebook’s shift from "Engagement" to "Interaction - MSI
Facebook’s shift from "Engagement" to "Interaction" (specifically Meaningful Social Interactions or MSI) is designed to move away from passive scrolling and toward active, human-to-human connection. 1. Engagement: The "Passive" Metric In the past, "Engagement" was an umbrella term for almost any action a user took. However, the algorithm now views certain types of engagement as "low-value" or passive. The "Like" Button: A simple Like is now considered the lowest form of engagement. It’s easy, often thoughtless, and doesn't necessarily spark a conversation. Link Clicks: While important for your blog traffic, a click doesn't tell Facebook if the content was "meaningful" to the community—only that the headline was catchy. Video Views (Passive): Watching a video for a few seconds without doing anything else is viewed as "consumption," not true engagement. 2. Interaction: The "Active" Metri...