Facebook feed is generally full of clickbait headlines. Facebook had declared that they want to fight clickbait as it wastes users time and impacts their experience on Facebook.

This patent shows that Facebook will show more content that matters to you by factoring in the time you spent viewing a post — whether you actually clicked through to linked content, or not.

Relatively shorter durations of time spent by users to consume a content item can be indicative that the content item is likely click bait. Similarly, relatively longer durations of time spent by users to consume the content item can be indicative that the content

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