Despite Privacy Scandals, Facebook Engagement Is On The Upswing

Facebook has endured seemingly-endless privacy controversies over the past several years, causing it to get called before U.S. lawmakers, pay a record-setting $5 billion fine to the FTC, and more. However, despite these scandals, Facebook’s overall engagement numbers are growing.

Facebook’s Audience Insights tool, which is used to gather demographic data for advertisers, measured increases in engagement across the globe over the first half of 2019. The number of comments, likes and ad clicks all rose, while the overall number of daily active Facebook users increased to 1.56 billion. Of course, the technology that the social media giant uses to gather data is improving, too.

“Facebook’s data, algorithms and use of machine learning have continued to improve,” digital technology analyst Daniel Newman told CNBC. “This means that users are seeing more and more relevant content, and this of course leads to more engagement on the platform.”

Still, there are negative trends facing the company. Its growth has slowed in the U.S. and Europe, and all the bad press about its privacy and data practices will catch up eventually. However, that day seems far away. For now, with such unchecked success, Facebook has no incentive to change.

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