Mark Zuckerberg’s overhaul of Facebook has cost him £2.4bn already

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Facebook said its new ranking system would hurt non-advertising content from publishers and brands, like news stories and viral video posts, but not change the ranking of advertising that has been paid for.

That will leave businesses that want publicity on Facebook no choice but to spend more on advertising, and as a result prices will climb, predicted Eric Schiffer, chairman of Reputation Management Consultants, which advises corporate brands on social media.

“They’re definitely going to be required to buy an ad,” Mr Schiffer said.

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