author(s)
J Bharanitharan, J Lakshminarayanan and PON Vasanth D

abstract
In this article, we compare in detail the algorithmic performance and user engagement of the two most popular social networking sites, Facebook and Instagram, both owned by Meta Platforms, Inc. Although the platforms share ownership, their algorithms and content architectures result in distinct user experiences, and the study aims to explore how differences in algorithmic mechanisms and user engagement patterns impact user interaction and pleasure. 7 But its algorithm has come under fire for spreading false information and fostering echo chambers. Instagram's algorithm, on the other hand, uses user data—likes, comments, and viewing history—to provide a highly customized and eye- catching feed, encouraging regular and consistent interaction. We also discuss the implications for policymakers, content creators, and marketers, providing guidance on how businesses can enhance user engagement by optimizing their presence across several media. The findings indicate that Instagram promotes more frequent and instantaneous user interactions, whereas Facebook provides a platform for more in-depth, socially-oriented involvement, albeit with the challenge of managing content quality and user trust. The result of the investigation highlights the need for more research into how algorithmic changes and evolving user behaviors may impact engagement on both platforms in the future.