Less than a year ago, leaders at Facebook convened to address a serious problem: people using the social network were posting fewer things about their personal lives for their friends to see, according to confidential company data about several types of content sharing that happen on Facebook, which was viewed by The Information.

Thus began an effort to deal with this long-term threat to Facebook’s primary moneymaker, the News Feed. Facebook set up a team in London to help develop a strategy to stop the double-digit decline in “original” sharing that happens on Facebook, according to four people with knowledge of the situation.