Businesses that focus their social media strategies on growing Likes may have to go back to the drawing board. Facebook has once again restricted the organic reach of brand page content.
In 2012, the social media giant admitted that due to the amount of content bombarding the average user every day, posts from brand pages were only reaching around 16% of their fans via their News Feeds. Now, according to a recent Ogilvy study, the organic reach of brand posts has fallen even further, hitting a mere 6% in February 2014.
Many companies who have been faithfully nurturing their social communities feel cheated. This is understandable, because their ability to reach their fans – who have actively opted in to receiving content from them – has severely dwindled. They are also being pushed to pull out their wallets by a company that built a following on its free-for-all philosophy.
As a Facebook spokesperson put it to Ad Age:
“We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.”
At kri8it, we have always advised our clients to take a multipronged approach on Facebook. Compelling content is still king if you want to attract fans and keep them coming back to your page. However, due to diminishing organic reach, we have always encouraged our clients to support their posts by sponsoring them. This is the best way to guarantee that your content actually reaches your desired audience.
You also need a plan for boosting Shares. When a fan hits the Share button, it places your content on their timeline as if they have posted it themselves. This gets around Facebook’s brand classification as it views the post as being created by the fan. So you need to incorporate a Share call to action in every campaign. Of course, it is against Facebook contest regulations to run competitions where Sharing is a condition of entry – or promotions where you must Share to qualify. There is, however, a way to get around this by running the competition via a third party app.
If you’d like more advice on this topic or your Facebook strategy, give Clint a call now on
082 559 9903 or email him at firstname.lastname@example.org.