First of all, the Facebook News Feed update is good for Facebook users, so it ultimately serves brands and publishers.
Facebook's Nov. 14 announcement that it would be changing the rankings for overly promotional page posts in news feeds beginning this month has media analysts speculating how brands will be affected.
Let's look at the ecosystem of Facebook itself, in which quality content must always come first. Facebook is first and foremost a place for people to connect with friends and loved ones, and any surrounding content must add value to, and never detract from, this core function.
We already knew this implicitly. Facebook is merely making this explicit in order to ward off offenders. Without valuable, relevant and entertaining content to complement the core "friends and family" experience on the platform, Facebook loses much of its value for consumers and runs the risk of harming their experiences (and their time spent on the platform, ultimately).
That would be bad news for the brands and publishers who have spent massive time and resources building up their social communities.
This means that, for brands and publishers who are already publishing engaging content, they can attract attention for, and offer more of, the kind of content their audience wants to see. It's business as usual.
2. Engagement, Impressions and Reach are Higher Than Ever (See Chart) - But it's Time to Diversify
In the past year, even as Facebook has made continuous updates to the news feed, U.S. brands have seen positive returns on the platform and social engagement has more than doubled (refer to the chart in the media player).
Particularly, for the media industry that has registered the highest increase in engagement YTD with a 99 percent growth, this change means that more and more brands will explore innovative ways to partner with media properties in order to expand their social reach and diversify their communities.