Facebook Says Businesses Must Pay to Play
The organic reach of your Facebook page has been dwindling, if you haven’t noticed yet, you will soon.
Ad Age recently obtained a sales deck in which Facebook states, “We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.” This statement refers to their most recent algorithm update, which seeks to streamline and improve the News Feed experience by giving priority to high quality content from reputable news sources. So pictures of the latest meme, your cat in a Yoda outfit and BuzzFeed articles that tell your life’s story in gifs, while incredibly fun, won’t appear as often.
The document goes on to suggest, “to maximize delivery of your message in News Feed, your brand should consider using paid distribution.” Facebook deems this a necessary step forward as competition for precious News Feed exposure increases as the amount of shared content compounds.
This move makes perfect sense to Facebook’s business strategy. Marketers want to reach consumers where they spend their time and consumers spend a LOT of time on Facebook. Facebook knows this, so why allow businesses access to their massive congregation of passionate, always connected, potential customers for free? Continuing this way translates to: Businesses-1, Facebook-0. So by requiring payment for access to the hearts and minds of consumers, Facebook gains revenue–ultimately making their stakeholders happy.
The bottom line is this; to reach beyond 1-2% of your fan base you’ll have to:
• Pay to play
• Produce high quality relevant content
• Provide your audience news and information from reputable sources
Have you budgeted and planned for advertising on the world’s largest social hub?