“There is a substantially increased risk that any given branded content campaign will receive little traction when distributed on Facebook. This, in turn, will impact the return on investment of the campaign. The higher the cost of content creation, the more challenging it will be for marketers to tolerate the risk. This may result in publishers charging less and reducing their overall margin. In the alternative, marketers will begin to push for lighter content, meaning lower product costs, to take a more shotgun approach and double-down on those tactics that outperform.

This latter strategy has increasingly been adopted by marketers, especially in light of Facebook's changes. Content that can be distributed in a lightweight fashion with limited back and forth between the publisher and the brand will likely be an emerging format of 2018 and 2019.”