Facebook has this month announced a major change to how its news feed will operate.
In a potential blow for businesses, news companies and brands, their posts will appear less regularly when users log-in to the site.
The site’s chief executive, Mark Zuckerberg, said he was responding to feedback from people who felt posts by friends or family were being “crowded out” by current algorithms.
“The balance of what’s in news feed has shifted away from the most important thing Facebook can do – help us connect with each other,” he said.
The change, which will be phased in over the coming weeks, is less dramatic than the system being trialled in some other countries which has seen business and media posts diverted to an entirely separate timeline.
Nonetheless, the decision to reduce the volume of content which will appear on a day-to-day basis will pose challenges to those organisations which have used the social media platform to expand their reach.
Mr Zuckerberg has admitted that the amount of traffic to some pages would fall following the changes, although Facebook has indicated that posts likely to generate discussion between users were likely to be prioritised under the new arrangements.
Businesses will obviously be watching closely to see exactly how the updated programming will impact on them and what steps they can take to ensure their content still reaches as many people as possible.