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Facebook is introducing a significant overhaul to its News Feed that will place a greater emphasis on posts from friends and family in the stream that users see when they log into the social network.

"People will actually spend less time on Facebook, but we feel good about that because it will make the time they do spend more valuable, and be good for our business in the end".

Also, personal anecdata: I'm active in a number of private Facebook groups and, for at least the past couple of months, I have pretty much only seen posts from those groups in my News Feed. And many publishers have already noticed a decrease in organic Facebook traffic over the a year ago or so.

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Mark Zuckerberg, Facebook's chief executive, said he wanted to make sure that his company's products are "good for people". Last year, Facebook disclosed that Russian agents had used the social network to spread divisive and inflammatory posts and ads to polarize the US electorate.

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The company has made similar announcements in the past about tweaks to the News Feed, but Zuckerberg described this change as a meaningful shift in the way the company runs.

Facebook and other researchers have particularly homed in on passive content. Facebook will also penalize so-called "engagement-bait" that looks to commandeer user reactions - the likes, comments, and shares of Facebook engagement - into earning a higher reach, Mosseri said. Facebook, he said, had closely studied what kinds of posts had stressed or harmed users. She wrote: It may be that millions of people see certain news posts. It is spending hundreds of millions on original programming and mounting a major live video push to fulfill Zuckerberg mission to turn Facebook into a "video-first" platform.

The company has been criticized for algorithms that may have prioritized misleading news and misinformation in people's feeds, influencing the 2016 American presidential election, as well as political discourse in many countries. Pushing to make Facebook a purpose-built tool for local communities (think utility-driven additions like Marketplace) is certainly a less dystopian vision of the platform's future, at least compared to staying the course.

"Facebook is in the midst of all of these fires it's trying to put out, it's trying to reassert its warm and fuzzy brand value that it has always tried to put forth", he told the BBC.