The most-shared piece of content on Facebook
last year was not a fake news article, Kremlin-connected advert or conspiracy theory about the Pope — topics that have dominated debate over the social network’s place in society.
Rather, it was a link to the music video for “Despacito”, the reggaeton-infused pop song by Luis Fonsi, that was engaged with 22m times on Facebook in 2017, according to BuzzSumo, the consultancy. The problem is that the video redirects Facebook’s 2.2bn users to the website of YouTube, its largest rival — which has a licence to host it.
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