Back when people still read newspapers, syndicates always made sure to put the most interesting stories that would appeal to the widest audience on the front page. That way, people did not have to scour ten sheets of blanket-sized paper to find the top stories. Seems like the obvious way to maintain readership, right? Now, Facebook is doing the same thing with a new option called “See First.”

See First allows users to prioritize which ads appear at the top of their newsfeed—essentially allowing them to create a personalized front page. By clicking a blue star on a liked page, Facebook users can choose which ads or page posts they prefer to see. This marks a departure from Facebook’s previous strategy regarding ads. In the past, the company encouraged marketers to buy ad space at the top of newsfeed pages as a way of forcing ads on Facebook’s users. See First takes that power and puts it in each individual user’s hands.

What does this mean for most marketers? Well, like it or not, Lana Del Rey is probably going to be prioritized above your business. Just as more people read the comic section than the finance section in the days of newspapers, so now will more people prioritize pop culture and entertainment sites over businesses. Nonetheless, See First is not a negative thing. It only means that marketers will need to bring more interesting content, more engagement, and more connectivity to users—See First incentivizes creativity. It all reverts back to the fact that Facebook was made for the masses, and marketers who respect that fact will succeed.

See TechCrunch for more on this subject.