Facebook is changing its Newsfeed algorithm yet again. This time, the social media giant is trying to present its users with the “most informative” content based on polls from people around the world.

Every day Facebook sends any random number of people quality assurance polls to see how informative certain stories are. The polls ranks on a scale of one to five with the worst being “really not informative” and the best being “really informative.” Facebook also takes into account geographical relevance, the user’s relationship with a publication, and what users choose to click and comment on with its new algorithm.

Because Facebook’s algorithm is now so specific, no two users have the same feed. This is a result of a variety of factors. For example, in June, Facebook announced that it was rearranging users’ feed based on what what friend circles share with each other. Now, the driving goal behind Facebook’s decision to hone its algorithm even more specifically is remove click-bait from Newsfeed and increase engagement.

This change is both good and bad for brands. On the one hand, if your brand already has a devoted social media fan base, then the new algorithm will bind you more tightly to the Facebook users that click on your posts and engage with you online. On the other hand, if you are still trying to acquire a following for your brand, the new algorithm will make it more difficult to appear regularly in people’s feeds.