Facebook is to change how its news feed works, making advertising and promotional posts from businesses and brands less noticeable.

In a bid to encourage community interaction, content amongst family and friends who use the social media site will be highlighted.

Firms on Facebook will see the popularity of their posts decrease as a result, taking effect over the coming weeks.

“By making these changes, I expect the time people spend on Facebook and some measures of engagement will go down,” wrote Zuckerberg in a blog post.

“But I also expect the time you do spend on Facebook will be more valuable.”

Written by Leah Alger