Facebook, once a refuge for midday escapism, is taking a significant step forward in positioning itself as a major news outlet.  With the latest Pew data showing that more than 41 percent of Facebook users log into the service to browse the news, it’s no surprise that Facebook has announced updates to the newsfeed algorithm. Now every newsfeed will feature curated content prioritized by each user, making for a more personalized user experience. This emerging role as a news provider brings new challenges for businesses as they craft innovative ways to reach audiences. As Facebook reshapes social media marketing, we are working with clients to amend best practices and better engage content creators and consumers.

Using the “See First” tool, users will control which friends and Pages they see at the top of their newsfeed. Likewise, users will have the option to “see less” of friends and brands with whom they no longer want to engage. This change will force marketers to rethink strategies and amend best practices in order to remain a priority. The notion of mass media is being tested by Facebook’s ever-changing newsfeed, as users can now select up to 30 accounts to prioritize, along with accounts to deprioritize. This action will become more powerful than a simple like, and the challenge for marketers will be persuading users to prioritize their pages.

Now more than ever, marketers will have to analyze the value proposition of every post, making sure users are still engaged and do not deprioritize their accounts. Facebook marketing is no longer considered niche. In fact, one of every five minutes Americans spend on their phones is spent on Facebook, and nearly 50 percent of Facebook users 18-34 are using the site as their primary news source.

Marketing professionals must strike a balance between intrigue and self-promotion in order to entice users to prioritize their page. This includes posting an eclectic mix of content that both informs and entertains your audience. As users continue to gain increasing control over the content on their newsfeed, it will be up to marketers to devise creative ways to keep their content on top.

By increasing the transparency of its newsfeed process, Facebook places increasing responsibility on marketers to engage users with compelling content that they will prioritize. The days of a “one size fits all” headline are no more; Facebook’s new timeline continues the revolution towards user-curated news and marketers will have to adjust best practices in order to remain a priority.