Facebook users are exposed to a large amount of content every day but can only pay attention to a small portion. The platform uses an algorithm called Edgerank to determine what content users see in their News Feed. While content is important, the order it appears in the feed is determined by Edgerank, not popularity alone. A viral photo's caption was later updated by the poster to clarify it was not real, even though it had been shared hundreds of thousands of times by that point.