The first victim from Facebook’s January media pivot came late last month as digital publisher Little Things closed. It thought it had done everything right; it was a new media darling. But once Facebook turned off the sugar hit of shares and likes, that was, literally, all she wrote.

Facebook CEO Mark Zuckerberg opened the year by saying: “One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.”