In the fall of 2018, Jonah Peretti, the chief executive officer of online publisher BuzzFeed, emailed a top Facebook Inc. executive. The most divisive content produced by publishers was going viral on the platform, he said, making it an incentive to produce more.
He pointed to the success of the BuzzFeed post, titled “21 Things Almost All White People Are Guilty of Saying,” which received 13,000 shares and 16,000 comments on Facebook, with many criticizing BuzzFeed for writing it, and Argued with each other about race. . Other content the company produced, from news videos to articles on self-care and animals, had trouble breaking down, he said.