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.
That's because, as The New York Times reported, today "Facebook introduced sweeping changes to the kinds of posts, videos and photos that its more than two billion members will see most, saying on Thursday that it would prioritize what their friends and family share and comment on while de-emphasizing content from publishers and brands".
Mark Zuckerberg says changes to the News Feed could affect publishers.
The social media company, Facebook is testing a new section, "Today In".
The moves have some publishers concerned.
Mosseri said Facebook will "continue to value publisher content".
In the wake of criticism about how its news feed can be manipulated and is having a negative effect on users, Facebook is making some big changes to its flagship feature.
The social media giant will also prioritise posts from friends and family over public content.
"The research shows that when we use social media to connect with people we care about, it can be good for our well-being", Zuckerberg said.
Armed robbers steal jewellery 'worth millions' from Ritz hotel in Paris
Armed robbers have raided the Ritz Hotel in Paris and stolen jewellery thought to be worth millions of pounds. Two people were still being sought by authorities on Thursday evening. "Passers-by took refuge in the hotel".
Zuckerberg repeated that sentiment in his post Thursday.
"By making these changes, I expect the time people spend on Facebook and some measures of engagement will go down".
Going "Local" spells out the theme for Facebook over the last 18 months as it started providing more posts from local politicians and is also expanding Marketplace, its Craigslist-style platform that is used by people for sale of products to their neighbors.
If the previous year has shown anything, however, it's that seemingly banal product decisions can yield tremendous unforeseen consequences.
In the face of the changes, Davey advised brands to do things that people will talk about with their friends and family on Facebook. "You pick a friend for lots of different reasons", he said.
Does this mean you are eliminating Page content from News Feed?
Analysis has recently suggested that some actors, including Russian Federation, have tried to manipulate content on the social network. For instance, Oprah Winfrey giving a speech at the Golden Globes is likely to still spread like wildfire, but posts that don't elicit many comments will likely be buried.
Ms Owen added, however, that Facebook had not been very clear about what sort of discussions the site's revamped algorithms would prioritise. Eventually, the company hopes to roll it out to more locations and allow users to follow a city they don't reside in.