When Facebook announced a tweak to its news feed algorithm Wednesday, dating apps were put in a bind. The change that would soon prioritize friends' posts over those from publishers quickly led media industry types to declare it, once again, the end of media. But Facebook's decision doesn't solely affect news outlets. More than 50 million businesses use Facebook Pages -- from big brands like McDonald's and Nike to small shop owners to startups building the next top smartphone app. The downgrade could encourage more page owners to pay Facebook to boost their posts into the news feeds of users.

When Robyn Exton first launched her dating and social networking app for lesbians and bisexual women, a lack of cash for advertising meant she'd go to nightclubs armed with bottles of spirits. "In the early days I'd go to nightclubs with a bottle of sambuca in one hand, and tequila in the other, and encourage girls to download the app in return for a shot," says the 29-year-old. Then at UK lesbian, gay, bisexual and transgender (LGBT) festivals Manchester and Brighton Pride, she targeted women by standing outside the portable toilets handing out toilet paper with flyers promoting the app. This was back in 2013, and Ms Exton's low cost, but innovative, approach to marketing soon saw user numbers rise steadily, then further gaining traction thanks to positive word of mouth. Founded in London, but with its headquarters moving to San Francisco last year in order to be closer to US investors, and to be in the thick of the burgeoning social network scene, the Her app now has more than one million female users around the world.