The News Feed is Facebook’s lifeline. From status updates to post engagement, how users engage with the News Feed - and how long they stay engaged - determines how many ads Facebook can display (impressions served, engagements earned) in that timeframe.
The more original content a user posts, the more content available to display to their friends & family, which increases their engagement and the cycle continues.
Given this, it makes sense that Facebook has always put increased emphasis on user-generated content, which is an important trend for brands to tap into to ensure they're maximizing their Facebook exposure (particularly considering Facebook's latest News Feed tests).
A version of this post was first published on the Digital Information World blog.