Facebook Not Being Kind To Business Pages
Facebook is showing Pages’ organic posts to fewer and fewer people as time goes on.
In December, the company pushed out an algorithm change to its News Feed, which severely impacted the organic reach for many Pages, but recent research from Ogilvy shows it was already getting bad before that, and is on a steady path downward with reach as low as 6% of Pages’ audiences by last month.
Now, Sam Biddle at Gawker’s Valleywag is reporting that it’s about to drop even further:
A source professionally familiar with Facebook’s marketing strategy, who requested to remain anonymous, tells Valleywag that the social network is “in the process of” slashing “organic page reach” down to 1 or 2 percent. That would mean an advertising giant like Nike, which has spent a great deal of internet effort collecting over 16 million Facebook likes, would only be able to affect of around a 160,000 of them when it pushes out a post. Companies like Gawker, too, rely on gratis Facebook propagation for a huge amount of their audience.
As Biddle notes, the less likes a Page has, the fewer that number will be. Good lucking getting any visibility if you don’t have many.
This comes just a couple days after Forrester’s principal analyst said brands and agencies are also becoming “disillusioned” with Facebook’s advertising products as well, opting to try out other social sites.
Still, eMarketer is reporting that Facebook is gaining significant market share in the global ad market.
Image via Ogilvy
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