Facebook moving non-promoted posts out of news feed in trial

Facebook is testing a major change that would shift non-promoted posts out of its news feed, a move that could be catastrophic for publishers relying on the social network for their audience. A new system being trialled in six countries including Slovakia, Serbia and Sri Lanka sees almost all non-promoted posts shifted over to a secondary feed, leaving the main feed focused entirely on original content from friends, and advertisements.

The change has seen users’ engagement with Facebook pages drop precipitously, by 60% to 80% . If replicated more broadly, such a change would destroy many smaller publishers, as well as larger ones with an outsized reliance on social media referrals for visitors.