The constant reduction of Facebook Organic reach
4 febrero 2016
The constant reduction of Facebook Organic reach
Not so long ago brands were fortunate enough to be able to build communities of fans, and with the help of the News Feed, maintain contact with it. The opportunity of achieving engagement motivated many brands and corporates to invest millions in developing communities and to provide constant communication in Facebook.
In the last years, starting 2012, the possibility to have a constant communication with the brand’s community is slightly reduced every year and is forecasted to hit zero one day. In 2012, Facebook restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more.
According to the Social@Ogilvy analysis of more than 100 brand pages, by February 2014, organic reach dropped to 6 percent. Even more, in February, for large pages with more than 500,000 Likes, organic reach was only 2 percent.
According to the soon end of the organic reach, actions from marketers and others who use Facebook to connect with their communities will need to be made in the direction of content planning, paid support for social media activities, audience targeting and much more.
All of the detailed data, full analysis and practical recommendations about how brands should respond can be found in the Social@Ogilvy’s paper.
In the last years, starting 2012, the possibility to have a constant communication with the brand’s community is slightly reduced every year and is forecasted to hit zero one day. In 2012, Facebook restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more.
According to the Social@Ogilvy analysis of more than 100 brand pages, by February 2014, organic reach dropped to 6 percent. Even more, in February, for large pages with more than 500,000 Likes, organic reach was only 2 percent.
According to the soon end of the organic reach, actions from marketers and others who use Facebook to connect with their communities will need to be made in the direction of content planning, paid support for social media activities, audience targeting and much more.
All of the detailed data, full analysis and practical recommendations about how brands should respond can be found in the Social@Ogilvy’s paper.
