AI-based social media recommendations have a great potential to improve user experience. However, often these recommendations do not match the user interest and create an unpleasant experience for the users. Moreover, the recommendation system being blackbox creates comprehensibility and transparency issues. This paper investigates social media recommendations from an end-user perspective. For the investigation, we used the popular social media platform Facebook and recruited regular users to conduct a qualitative analysis. We asked participants about the social media content suggestions, their comprehensibility, and explainability. Our analysis shows users mostly require explanation whenever they encounter unfamiliar content and to ensure their online data security. Furthermore, the users require concise, non-technical explanations along with the facility of controlled information flow. In addition, we observed that explanations impact the user’s perception of transparency, trust, and understandability. Finally, we have outlined some design implications and presented a synthesized framework based on our data analysis.