Facebook’s current ad platform is perhaps the best advertising tool we have at present. For an artist building a brand, one has the power to reach and distribute their content to thousands for just a few dollars a day. It’s a beautiful system, where thousands of people have been able to build personal brands and communities at low cost.

However, this capability is about to be impacted. Mark Zuckerberg and his team announced that they are going to be prioritizing content from its general user over brands and companies. There is going to be an algorithm change which is going to cut the frequency of your message on news feeds.

Here are two things to consider:

1. With the fall of Distribution and Lack of Supply Will Bring the Big Dogs Out

In the future, the small man won’t be able to compete the same as we operate on social today. Facebook is restricting distribution. Subsequently, there will be an increase of demand for advertising on its platform, and these advertising resources will become more exclusive to those who carry the most dollars. Whether its three, five or ten years from now, these changes will come very soon. A day will come where spending $5 dollars a day to reach thousands of people will soon fade.

The advertising industry is worth almost 200 billion dollars in yearly spending. As it makes the shift from traditional to digital, us the laymen won’t be able to compete with these marketing dollars. Equilibrium between supply and demand will change, and I predict digital advertising products will become more expensive.

2. Things We Need to Do: Adapt

My best advice is to do what with what we have. Whether you’re a starving artist who can invest $20 or $30 dollars into a campaign, to one who is well funded, the last thing we want to do is regret when it happens. The main goal here is to maximize the development of our brands and increase our value to new fans and customers before the inevitable comes. Also, research what new tactics you can use moving forward. Don’t wait or contemplate. Act now.