There was a time when Facebook brand pages were considered the greatest gift to online marketing since the smartphone. Brands had access to nearly all of their thousands of socially engaged fans and Facebook organic reach was through the roof. New fans could be acquired cheaply through favorable ad rates, targeted with precision and the returns were measurable and monumental.
Those days are over.
Back in 2012, the online marketing world was shaken up by algorithm restrictions that limited the reach of content published from Facebook brand pages to approximately 16%. In 2013, the reach of brand content on Facebook took another hit and the trend lines are moving further to zero, according to a recent study by Social@Ogilvy.
Social@Ogilvy conducted a study of 106 brand pages and found that the average reach of organic content declined from 12.05% in October to 6.15% in February. For 23 Facebook brand pages with more than 500,000 likes, posts experienced a drop from 4.04% in October to 2.11% in February.
Will brands on Facebook soon have to pay to reach anyone on Facebook? All signs point to yes.