Facebook Puts Everyone On Notice About The Death Of Organic Reach

Jun 6 2014, 10:30am CDT | by

Facebook’s Brian Boland has taken to a Facebook blog to talk about the decline of a post’s organic reach in the social network. In his role as ‎VP Ads Product Marketing, he walked through the implications as organic reach becomes a less effective engagement tool.

A post’s organic reach reflects how often it will be seen without any further help from either the Facebook algorithm or paid-for engagement.

With more information, posts, auto-playing videos, large images, game alerts, and more, all flowing down a Facebook user’s timeline, the first reason given by Boland makes perfect sense. With more content generated by users, businesses, and groups on Facebook, there is far more to show in the same digital space. That means more screening, and more posts that will never be shown automatically on someone’s timeline.

The second reason is the black magic that is Facebook’s algorithm. This decides which 300 stories of around 1500 potential stories will appear in the news feed of the average user. the goal is to show each user the posts that are most relevant to them. That’s not always going to be the latest marketing message put out by a page.

Even if Facebook left the news feed code as it stood right now, organic reach was already on the decline. Social@Ogilvy tracked the drop earlier this year, from 16% of followers engaging with a brand page post in 2012, to 6% in February 2014 for smaller pages and just 2% for pages with over 500,000 followers. The advice then was for community managers to expect organic reach to approach zero by the end of the year.

Boland has suggested why brands should continue to engage in Facebook and gather fans, but the suggestions all feel rather ‘second tier’ to me; fans give you credibility; fans can offer insights into your customer base; fans can be used to create social context which improves auction price for advertising; and fans can make ads more effective when they interact with them, increasing the chances of them being shown on the news feeds of other fans.

Those last two points are my big takeaway. Not that fans can improve your adverts, but Facebook signalling that you should be using adverts around your brand on Facebook if you want to reach your fans and other users. For all the talk of improving the news feed and making it a more engaging place, these efforts are on making it a better place for users. Not for brands.

Brands must now have Facebook down as a ‘paid channel’ on their marketing budget so they can work campaigns around this fact. The free ride and access to Facebook’s user base is coming to an end.

The Evolution Of Facebook

 
 
 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

IPad Air Giveaway 2014 is Online
IPad Air Giveaway 2014 is Online
Our sister site I4U News is giving away a brand new iPad Air or if you can wait an iPad Air 2. This is an $499 value.
 
 
Your Parent Or Kid Moved In: Are You Covered?
A record 57 million Americans now live in multigenerational family households — double the number in 1980, according to a new Pew Research Center study. And I bet many of them have the wrong homeowner’s or renters...
 
 
Pandora Looks to Challenge Terrestrial Radio's Dominance in Cars
Pandora Media is one of the largest Internet radio providers in the U.S. with more than 75 million active users. While the company’s active user count has increased at a robust pace historically, it is likely to slow...
 
 
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
It’s January 2026. New York Yankees owner Hal Steinbrenner gets out of his driverless car and triumphantly marches before the gathered press to introduce his prized new free agent. It’s a record-breaking contract—over...
 
 
 

Latest from the Network

Vince Vaughn for The Politician?
Vince Vaughn is set to star in 'The Politician'. The 'Wedding Crashers' star is attached to take on the lead role in the upcoming Columbia comedy about a scandal-hit politician, according to The Hollywood Reporter. The...
Read more on Movie Balla
 
910 militants, 82 soldiers killed in North Waziristan
Islamabad, Sep 3 (IANS) At least 910 militants and 82 Pakistani soldiers have been killed in operation Zarb-i-Azb in North Waziristan, the military said Wednesday. The statement issued by the Inter-Services Public...
Read more on Politics Balla
 
'Headscarf instils positive body image in British Muslim women'
London, Sep 3 (IANS) British Muslim women who wear a hijab (headscarf) generally have a more positive body image, are less reliant on media messages about beauty ideals and place less importance on appearance than...
Read more on Celebrity Balla
 
Console games new threat to global climate: Study
New York, Sep 3 (IANS) Console games downloaded over broadband internet are causing more greenhouse gas emissions than Blu-ray discs delivered via retail stores, new research reveals. It is not always true that...
Read more on Celebrity Balla
 
Human greed driving species towards extinction: Study
Washington, Sep 3 (IANS) In a disturbing trend, scientists have reported that species are becoming extinct as much as 1,000 times more frequently - 10 times worse than the previous estimates - owing to human population...
Read more on Politics Balla
 
Kelly Brook's traumatic childhood
Kelly Brook has opened up about ''violent and horrific'' memories from her childhood. The 35-year-old actress has revealed that although she enjoyed some aspects of growing up on a council estate in Kent, South East...
Read more on Celebrity Balla
 
Emmy Rossum not 'easy'
Emmy Rossum insists she's not ''easy'' like her 'Shameless' character. The 27-year-old actress stars as Fiona Gallagher in the US remake of the hit series and she's revealed that although she's had sex on a first date,...
Read more on Celebrity Balla
 
2016 NASA asteroid mission awaits your messages
Washington, Sep 3 (IANS) NASA has invited the public to submit short messages and images on social media that could be placed in a time capsule aboard a spacecraft to be launched in 2016 for an asteroid study. Called...
Read more on Apple Balla
 
Exercise can stem frequent night urination in men
New York, Sep 3 (IANS) Men who are physically active are at lower risk of nocturia - waking up at night to urinate, says a study. Nocturia is the most common and bothersome lower urinary tract affliction in men. "...
Read more on Celebrity Balla
 
Nippon Life keen to hike stake in Reliance Life
Tokyo, Sep 3 (IANS) Nippon Life Insurance of Japan wants to hike its stake in its Indian joint venture Reliance Life Insurance to 49 percent from 26 percent, when India notifies the decision of higher foreign equity...
Read more on Business Balla