"Facebook is making the service more social and less media, and that's likely a positive for the vast majority of users", Weiser said.
Mark Zuckerberg, the Facebook co-founder, appeared to admit on Thursday that people who "passively" read Facebook posts and videos from businesses were left feeling less happy than when reading content from friends.
Matt Navarra, director of social media at technology news site The Next Web, said publishing brands that were too reliant on Facebook for audience would have concerns about their bottom line. Every user sees a different set of content and ads, ranked and tailored based on their characteristics, what they click and what their friends do.
"It's obvious that the days of getting exposure as a business on Facebook are coming to an end", said Michael Stelzner, the CEO of social media marketing company Social Media Examiner.
While Zuckerberg described the move as being created to bring people closer together and foster more "meaningful social interactions", analysts noted that it comes amid criticism of the world's leading social network on various fronts. He just said that things are going to change.
In September, in another blow for the social network, ProPublica reported that Facebook's ad-buying platform could be used to deliver ads to users who identify as anti-Semites. As the company tries to return to its friends-and-family roots, news outlets like BuzzFeed, CNN, The Washington Post and The New York Times will be watching closely.
Over the next few months, with the implementation of a revised strategy, Facebook's 2 billion users will see less content produced by news organizations and more from their friends, if all goes according to the company's plan. Less time, of course, means fewer advertising eyeballs at any given time.
And Facebook says its own research shows that users are exposed to more divergent views on its platform than they would be otherwise. With the latest update, the company says it's focusing on what Facebook is for - connecting with people you know. In this charged atmosphere, agents working for a Kremlin-linked company, the Internet Research Agency, disseminated content that reached an estimated 126 million users in the United States in 2016, Facebook revealed to Congress during hearings on the matter previous year. While Facebook has made plenty of changes to its news feed algorithm in the past, he said, this time might be different.
"I am personally quite unhappy with the fact that Facebook decides for its users what is relevant to them and what not", Hoffman said.
"Facebook is already experiencing declines in consumption and the company is responding with these changes today", Wieser said. "They don't think there are any real cracks in the Facebook story".
A USA Today/Suffolk University poll published in October found that Americans believed by a two-to-one margin that Facebook should have done more to identify and reveal the Russian ads.
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