Now the Facebook CEO is kicking off the effort with a move he says is meant to boost the well-being of users, possibly at the expense of the well-being of publishers and other businesses.
The change to the way Facebook ranks posts will put more weight on social interactions and relationships, according to News Feed product manager John Hegeman. In December, the company admitted that the site can be bad for users who are merely consuming information but not interacting with family and friends.
Instead, Facebook has been encouraging producers to create Show pages via its new Watch video platform.
Facebook on Thursday announced a major update that will put friends and family above pages or celebrities in a user's news feed - and likely result in people spending less time on the leading social network.
Mark Zuckerberg is upending the News Feed, what people see on Facebook every day, in a way that will boost posts from friends, while downplaying messages from brands and media companies, even video posts.
Reducing public content is being perceived as a big blow to media publishers in particular, who rely on posting content within the platform to drive traffic.
Mosseri said Facebook will "continue to value publisher content".
Unsurprisingly, businesses may be able to sidestep this shift by putting money behind their content. Mosseri says the change "shouldn't affect ads in general" as this operates on a "separate system". Last year, the social media giant also tested products to connect its users to local news.
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He said that he and his team felt a responsibility to make sure Facebook was good for people's wellbeing.
In his post, Zuckerberg also attributed the explosion of content online partially to the rise of video viewing.
Zuckerberg rationalized that the changes will ultimately make for a better Facebook experience, naturally, but might actually cause people to spend less time on the social network.
If the past year has shown anything, however, it's that seemingly banal product decisions can yield tremendous unforeseen consequences. "Video and other open substance have detonated on Facebook in the recent years" Zuckerberg composes.
Those will apparently still show up for your friends and family, and that helps. "You pick a friend for lots of different reasons", he said.
Page posts will still appear in News Feed, though there may be fewer of them.
Ms Owen added, however, that Facebook had not been very clear about what sort of discussions the site's revamped algorithms would prioritise.
The company is now testing the feature in 6 states of the US.