Who knew that a website for alumni of American football team the Green Bay Packers was such a social media powerhouse? We do now, thanks to Facebook’s first ‘Widely Viewed Content’ report, a publication that is part of the social network’s transparency drive.

According to the report, the Player Alumni Resources site for the Packers was the biggest single link in terms of views on Facebook’s news feed in the second quarter of this year, seen by 87.2 million people.

But there is less quirky data to pull out of the report, with a view on music marketing. “Only about 9.5% of all News Feed content views in the US during Q2 2021 came from content that was not shared by Groups people joined, friends or Pages people follow,” explains the report.

“The vast majority of content viewed in News Feed during Q2 2021 (87.1%) did not include a link to a source outside of Facebook. Only about 12.9% of News Feed content views in the US during Q2 2021 were on posts that contain links.”

Also interesting: YouTube was the biggest single domain for News Feed content views in Q2, with 181.3m ‘content viewers’. TikTok was seventh (110.7m) and Spotify eighth (93m). Bear in mind that the top 20 domains only accounted for 1.9% of all News Feed content views in the US that quarter though.

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