As a follow up to the recent news of Facebook changing its algorithm again, the social platform is coming clean about what it’ll take for brands to make a impact on the site. Specifically speaking, businesses will need a budget to start paying for reach.
About a year ago, agencies responsible for brand communities noticed that posts by brands were being seen less and less by fans. Even today, many of our CM friends have seen organic reach of posts has taken a nose dive on their own communities.
Facebook’s previous response? The changes to the algorithm were made to make sure only high-quality content was making it to Newsfeeds, but the amount of reach wouldn’t change. The platform made it clear that brands would not need to spend more on digital marketing to make up for the lack of reach. However this time, Facebook stated the following:
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.
As social media marketers, we’re happy that Facebook decided to speak up, but the results are interesting. In a document titled, “Generating business results on Facebook,” an inevitable decrease in organic reach was announced, along with the idea that companies will now need to include paid support to “to maximize delivery of your message in news feed.”
No longer is acquiring fans a priority. Instead, Facebook leans toward the notion that growing a fan base should be used to make sure paid support makes an impact. The document stated:
Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency.
With such a lack of space for brands to market, especially on the Newsfeed, the size of one’s fan base is no longer as important as it used to be. Instead, the quality of such posts, like news articles, will reign supreme. For marketers, this means coming up with a truly engaging content calendar to push materials that have the highest chance of being seen on a Newsfeed. To keep reach numbers normal, paid support is inevitable.
Tell us: What do you think of Facebook’s honesty?