With the increasing popularity of social media networks as platforms for news distribution, there is a growing concern that news is becoming more subjective due to adaptation to the shareability and engagement-driven logic of social media. The present study investigated whether this is the case for British news media by comparing the subjectivity of Facebook news posts versus news articles on the websites of four major British news outlets. Subjectivity was estimated on a sentence level using a machine learning-based model trained on native English speakers’ judgements. The results revealed that there was no across-the-board tendency to increased subjectivity and that different types of news sources (popular vs. quality) use different strategies in adapting to social media. Facebook posts from quality news outlets showed no significant difference in subjectivity compared to the articles on their websites. However, for popular news sources, Facebook posts were found to be noticeably more subjective than the articles, suggesting that a common strategy when posting on Facebook is a subjective meta-commentary on the news content, potentially used as clickbait. Thus, subjectification of British news on Facebook seems to mainly be happening in popular news sources.