Facebook Inc (NASDAQ FB) announced that starting in January, it will bring down the number of posts made by brand pages, such as pitches to port a new mobile app or access a TV show, that are shown in the news feeds of its 1.35 billion global users. The social networking site is making this aggressive decision without worrying about upsetting the market or investors.

Sitting on high profits and a surging stock price, the company has taken investors by surprise by saying that it is looking forward to spending billions of dollars on projects that might not generate any profits. Facebook announced just last week that marketers will need to buy ads to have access to users through Facebook. It implies that now users will see fewer ads in their News Feeds.

“This change is about giving people the best Facebook experience possible and being responsive to what they have told us,” said the company in a statement.

Facebook Inc: Unpaid feeds removed

Facebook’s new policy will be executed across all advertisers irrespective of their size. However, Facebook is a dominating force in social media advertising similar to Google, implying that advertisers are left with no option but to pay for ads.

Rebecca Lieb, a digital advertising and media analyst at the Altimeter Group, said, “It’s a clear message to brands: If you want to sound like an advertiser.” Businesses that use the social networking to reach customers through Facebook pages will be disappointed with the move.

Facebook Inc (NASDAQ FB) Business News

Facebook has made other changes over the past two years in terms of determining what people see in their News Feeds to cut down on the number of unpaid posts from businesses. Instead, the social networking giant clarified that users will be able to watch videos from their friends and families.

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