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Facebook to revamp News Feed

SAN FRANCISCO — Facebook plans to announce Thursday a substantial redesign of its News Feed — a makeover aimed both at keeping users glued to the social network and luring more advertising dollars. Company executives have broadly said they want to make the News Feed, the first page every user sees upon logging in, more relevant.

In an earnings call with Wall Street analysts in January, the company’s founder and chief executive, Mark Zuckerberg, offered some hints of what a reimagined News Feed might look like: bigger photos, more videos, and ‘‘more engaging ads.’’

Facebook declined to comment on the redesign, which is scheduled to be announced at its headquarters in Menlo Park, Calif. But the adjustments will reflect the tricky balance that Facebook faces now that it is a public company: to keep drawing users to the site while not alienating them with more finely targeted advertisements, which is Facebook’s chief source of revenue.


Earlier this year came the news that 61 percent of users had taken a sabbatical from the social network; boredom was one of the reasons, cited in the survey by the Pew Research Center. Even worse for Facebook, 20 percent had deactivated their account entirely.