It might be that all content isn’t equally king so far as advertisers are concerned. Your photos from last night (ok, mine) are far less likely to inspire wants you don’t already have; they might even make you non-commercially happy. But professionally produced writing – or video – is something marketers do feel comfortable advertising alongside, perhaps because of the level of polish, perhaps because professional content often targets clearly defined sections (I think of House and Home). The marketer’s wants are right there.

We fault the modern reader for spending more and more time on Facebook out of sheer convenience. If Facebook’s ‘big data’ draw anything it is a picture of how we behave at our laziest. This laziness – and that’s what it is – isn’t exclusive to readers. Marketers suffer from it too. It is perhaps this trait is most important in Facebook’s media strategy.