At the start of 2018, Facebook announced changes to how its news feed would work. In short, their intent is to put greater value on posts from friends and family, and posts which receive more sharing and commenting from friends and family. The flip side of this is that what Facebook refers to as ‘passive content’—videos and articles that are designed only to be watched or read, rather than interacted with in some fashion—will be reduced in priority. Publishers, small businesses, and other groups that use social media outlets as their main method of outreach tend to create advertising that is, in effect, passive content. Therefore, those groups will likely be the most affected and in greatest need of a shift in how they use social media to achieve their goals.
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