Facebook has a problem on its hands. A problem it’s dubbed context collapse, which is the decline in the amount of original content sharing from users. Fewer and fewer users are turning to Facebook to share their everyday lives. Original content sharing is down 20% on the platform. Instead, platforms like Snapchat are taking over when it comes to personal sharing.

The social network has responded with a few new features. Now, when you open your Facebook mobile app, it will suggest sharing photos from your camera roll, and it’s currently testing a product that, when opened, puts a user immediately in camera mode, encouraging him or her to take a photo and share it. It also has live video to encourage users to open the app and start broadcasting.

But if people aren’t sharing, what are they doing? Sharing is as high as it’s ever been on the platform, according to Mark Zuckerberg, but that sharing involves content like articles and memes. And users seem to think that’s okay. About 20% of the time spent on mobile phones is with Facebook.

Less Lean Forward, More Lean Back and Share

Users aren’t spending any less time on Facebook, but the role it’s playing is shifting, unless Facebook does something to change that. But until then, Facebook’s becoming a content consumption channel over a content creation one. Users are in a lean-back mode viewing Facebook content coming at them through their feeds, be it news, memes, articles, videos or other entertainment. They go there to be fed content, and if it happens to interest them, they share it.

That should be a signal to marketers. People aren’t in a lean-forward mode looking to create and then share brand content on Facebook at the moment, which could point to a decline in brands leveraging user-generated content. What people are looking for is entertainment. The brands that stop people in their feeds and entertain them will be rewarded with attention and maybe even sharing.

Appeal to this lean back mode users are in.

Facebook Knows What It’s Doing

The fact that people aren’t creating content on Facebook is undoubtedly concerning… for Facebook. But users are still creating. They’re turning to Snapchat, Messenger, WhatsApp and Instagram to create original content to share with friends and family, and it’s worth noting that Facebook owns three out of four of those examples. Facebook will be just fine, but the decline in content from friends and family opens up opportunities for brands to deliver entertainment in user feeds.