Facebook 2018: less public content from both publishers and media
Facebook wants to focus on more personal and qualitative content (with more posts from friends and family) and reduce fake news, privileging the most trustworthy, informative and local sources of information (relying on surveys conducted among Facebook users).
For advertisers, this means a new decrease in visibility of their organic content, and therefore less engagements on their posts. It seems that they have no other choice than using paid media to stay in touch with their audience. This will lead in an even more important competition to appear on Facebook newsfeeds, and probably an increase in costs.
Another solution for advertisers is to produce even more qualitative content in order to be pushed by the Facebook algorithm.