This post is in partnership with Time. The article below was originally published at Time.com

By Justin Worland, TIME

Facebook will reduce the volume of promotional material that appears in users’ news feeds beginning early next year, the company announced Friday.

“Our goal with News Feed has always been to show people the things they want to see,” said a statement on the company’s site. “People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.”

The effort will target promotional material posted by pages that a user likes, but not paid advertisements. The company said it would target three types of posts placed on the pages of companies and products: “posts that solely push people to buy a product or install an app,” “posts that push people to enter promotions and sweepstakes with no real context” and “posts that reuse the exact same content from ads.”


Facebook said that most pages will not be affected by the change, but provided a guide so that businesses with pages can adapt to the change. The move will force businesses to pay to reach Facebook’s 1.35 billion monthly active users and follows a previous News Feed tweak in September aimed at showing users more timely stories shared by their friends.