Companies pushing ads on social media could suffer a blow - as changes to Facebook's news feeds come into place.

The social media giant's cutting back on marketing content so users can see more videos, photos and posts from friends and family.

Social media strategist Shannon Smith told Nadine Higgins businesses which rely on free traffic through the site may have to spend up if they want to been seen by users.

"I actually expect that Facebook aren't going to lose any money from advertising revenue. What they are actually going to end up doing is charge more for the fewer spaces that there are."

He said these businesses should focus on driving content on their own.

"Around about 30 per cent of businesses still don't have a website but they may have a Facebook presence. You don't control your marketing destiny because your completely reliant on Facebook."

The new changes have been seen by some as the site going back to its roots and weed out fake news.

CEO of Gorilla Technology Paul Spain told Newstalk ZB that advertising is there to stay on the digital platform.

"I think we'll still see plenty of sponsored content advertising within Facebook. They want to protect their reputation so getting rid of fake news is something they will continue to adjust and tweak."

The move has seen a drop in share value, costing Facebook more than US $3 billion.

Facebook founder and CEO Mark Zuckerburg personally lost the same amount himself.

LISTEN TO SHANNON SMITH TALK WITH NADINE HIGGINS ABOVE