CEO Mark Zuckerberg says that, as a result, he expects that people will spend less time on Facebook.

On Thursday, Facebook said that it will start to show users more posts from their friends and family in the News Feed, a move that means people will see fewer posts from publishers, brands and businesses. This announcement is huge for a couple of reasons:

• It’s bad news for publishers who rely on Facebook for traffic, or a business who uses it as a form of organic marketing. Facebook is very clearly telling these businesses their content won’t spread as far in News Feed, and many publishers spend lots of time and resources creating stuff intended to do just that.
• The company admitted that people will likely spend less time on the platform. This has to leave a sour taste in investors’ mouths. The more time people spend on social media, the more ads they consume, and the more money Facebook can make. Less time, at least on paper, seems like it will correlate to less revenue.

“Now, I want to be clear: by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down,” he wrote. “But I also expect the time you do spend on Facebook will be more valuable.”

Paid social media marketing has never been more relevant, with a decrease in natural reach businesses and publishers will need to increase their presence online, either through alternate means or increase / allocate budget to social media marketing. You will simply be left in the dark if you don’t keep up with the social giant and develop a new strategy.

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