Facebook Shrugs at End of Organic Reach to the Chagrin of Marketers
March 20, 2014
The article on Advertising Age titled Brands’ Organic Facebook Reach Has Crashed Since October: Study begins with a dire end-of-days of free reach on Facebook pronouncement. The data is from Social@Ogilvy, which discovered a decline from about 12% to just over 6% among 106 country-level brand pages. This drop is from October to February. The reason seems to be that users are getting too much content thrown at them, too much to possibly consume. The article explains,
“Increasingly Facebook is saying that you should assume a day will come when the organic reach is zero,” he said. In the short term, Mr. Manson expects to see the drop in organic reach to drive a bit more Facebook ad spending. In the longer term, he expects to see increased investment in social channels like Twitter, Facebook-owned Instagram and WeChat and for brands to effectively hedge their bets instead of being centrally focused on Facebook.”
Facebook, unsurprisingly, is putting money first, and assuming a position that looks more like a shrug than anything else. They have urged marketers to stop seeing organic reach as a bonus rather than part of what they are buying when they purchase ads on the social networking site. It remains to be seen whether marketers are buying this argument.
Chelsea Kerwin, March 20, 2014
Sponsored by ArnoldIT.com, developer of Augmentext
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