Facebook to Switch Focus from Ads to People This Year

Muriel Hammond
January 16, 2018

Facebook's monetization effort reached the peak in October previous year, when the company chose to further prioritize content from brands, media, politicians if they pay extra fees.

"Recently we've gotten feedback from our community that public content - posts from businesses, brands and media - is crowding out the personal moments that lead us to connect more with each other", he wrote.

Zuckerberg said on Thursday that Facebook would start to deprioritise content from publishers and brands, in favour of that from users' friends and family.

If you're not seeing our posts in your feed then make sure that you're following our page and visit the Facebook Page, and our Website, to make sure that you're not missing out on anything!

Big changes are coming to your Facebook News Feed, and they're all centered on "bringing people closer together". "We're making a major change to how we build Facebook".

The announcement itself is rather vague in what consumers can expect - will they see all posts from friends/family members? will they see some ad posts, from brands they regularly interact with? what happens to sponsored and other advertisement type posts? what might this move mean for publishers, who are increasingly using Facebook to drive traffic to their sites? A different byproduct of this is that Facebook can now make a bigger push for Watch, its original video content platform, where it has more control over the kind of stuff its users are viewing. "But I also expect the time you do spend on Facebook will be more valuable", he said.

First, Facebook had already proved it isn't capable of splitting real news from fake propaganda, though at least it says it's working on it.

Mr Zuckerberg had said that Facebook is determined to make the changes even if the level of engagement on the site goes down.

The prospect didn't appear to weigh too heavily on Global News, an early and frequent adopter of Facebook as a distribution channel. Zuckerberg initially scoffed at the suggestion Facebook had been used as a Russian propaganda tool, before acknowledging that mistakes had been made and promising to do better in 2018.

There are various reports that some 25 per cent of news publication referrals come from Facebook, a sign that publishers need Facebook more than Facebook needs publishers.

"Mosseri said Facebook will 'continue to value publisher content, '" said the CNN article. Numerous users have set up their Facebook experience to focus on the delivery of professional content, and they'll resist efforts to weaken that function. It is, it says, focusing on the quality of connections and content on its platform after a bruising year of stories about fake news, foreign election meddling, filter bubbles and social media addiction.

Got that, Facebook users?

By tweaking the news feed, people are encouraged to discuss their personal lives.

Facebook's share price took a hit after the company chose to change its business model. The easier the action to take, the more likely people will do it. Facebook likes people who get engagement. Perhaps that'll hand back to them some of the monetisation opportunities Facebook has taken away lately. Facebook could, therefore, pose short-term difficulties for other media outlets looking to quickly expand their bases. She argued for more personalisation - giving users a greater ability to decide for themselves which content they would like to see.

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