If You're Not Paying Anymore, Then Facebook Isn't Playing Anymore...

5 replies
If You're Not Paying Anymore, Then Facebook Isn't Playing Anymore...

Friday, December 6, 2013
by Paul Resnikoff

Welcome to the future of Facebook, where 'organic' and 'viral' will soon come with a price tag. According to a recently-leaked document obtained by AdAge, non-advertising contributors simply aren't paying the bills, which means that Facebook will be heavily prioritizing paid placements over organic ones.

Which also means that if you're not boosting, sponsoring it, or other paying for it, large portions of your fanbase won't be seeing it. "If they haven't already, many marketers will soon see the organic reach of their posts on the social network drop off, and this time Facebook is acknowledging it," AdAge just reported, leaked document in hand. "In a sales deck obtained by Ad Age that was sent out to partners last month, Facebook states plainly:

'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.'"
AdAge didn't publish the short document, though the takeaways are extraordinarily clear. "The three-page document also contains a section that repositions how marketers should think about fan acquisition: as a tool for making paid advertising more effective," the AdAge piece continues. "In other words, the main reason to acquire fans isn't to build a free distribution channel for content; it's to make future Facebook ads work better."

"Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency," the document states.

Friday, December 6, 2013
by Paul Resnikoff
#anymore #anymore… #facebook #isn’t #paying #playing #you’re
  • Profile picture of the author markeeter
    All businesses exist for maximizing profit. They're the most popular social network in the world. People love them, so I think they're doing what's best for their company. Facebook still has a lot of potential for those who know how to handle its ads, and how to properly boost posts.

    While I would still love to benefit from Facebook for free, I think we can't really blame them.

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    • Profile picture of the author Michael Shook
      This is from 2013, that's a long time ago in internet years.

      Some things might still be relevant, but there is probably more up to date information available.

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  • Profile picture of the author IMXL
    Haha I think there's a post on this every 30 minutes. I left this reply in another thread on the same topic:

    It's mostly large brands that are being hit the hardest. Ogilvy Social put out the original study that got everyone scared. They looked at 100+ brands and saw that their reach had declined to 6% in March 2014 and everyone panicked.

    But nobody really pointed out that ~100 brands is an extremely small sample. The majority of brands (less than 10,000 fans) are still reaching more than 15% of their fans with each post - almost nine months later. This is based on more than 9,000 pages:

    Agorapulse Barometer - Measure the performance of your Facebook page

    Buying or asking for likes wasn't a waste of time or money either. People who have liked your page convert at much higher levels than those who haven't. You can use facebook's targeted ads to focus on those people. You'll see much higher ROI doing that than blasting an ad out to anyone and everyone.
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  • Profile picture of the author drschool
    FB has been giving less organic reach for a while now, and I think we can expect to see it continue to disappear until it is totally gone.
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  • Profile picture of the author phase2marketing
    Actually you can still work the FB system for free, but you have to use their group channels and you have to be targeted. The groups, as long as the admin plays nice, act much like FB pages of old where you can get a significant lift and exposure from communicating/relationship building with the group audience.

    This month we had 2 pages add over 1000 followers/likes by targeting facebook groups.
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