Facebook has confirmed that it’s testing a second News Feed that could make it much more difficult for brands to reach users unless they’re willing to pay up.

Unlike the second News Feed that Facebook previously tested, which displayed content from sources users haven’t Liked or followed, the latest test put content from Facebook Pages in a separate News Feed under an Explore Tab, with the primary News Feed being reserved exclusively for posts from friends.

But there’s an exception: the primary News Feed also displays ads and promoted posts.

So either you are a friend, or you pay to be a friend. Otherwise, you’re in a dark place where anyone hardly ever ventures.

A reality of doing business on someone else’s platform.

Facebook’s latest News Feed experiment should concern brands