Insight into the changes via Fast Co Create:
"Our main objective is to make sure that over time, the advertising is as good as the content you would receive from your friends or family," said Carolyn Everson, Facebook’s VP of global marketing solutions. "It’s very similar to your own Facebook experience. There are certain friends that you probably love getting updates from--they are witty and interesting--and that’s really what we’re trying to do with brands: Stop thinking about brands over here and people over here, but actually [think of] brands as people."
In other words, Facebook is gambling that its 800 million users won’t see this influx of advertising as an influx of advertising, but as new content to be consumed and shared. Will they? That all depends on whether brands can figure out how to create content that their fans actually want to share. That’s something that marketers have been talking about--and, to some extent, doing--for years. But the new Facebook brand platform will provide a fairly pressing mandate for marketers to up their content game.