There are some recent changes in social media that make it more difficult for businesses to reach consumers.
The first change is that Facebook has reduced brands’ unpaid, organic reach. (Organic reach is the number of Facebook fans you can reach naturally without paid advertising.) According to a recent social@Ogilvy study, companies on average can now only reach 6.15 percent of their audiences. This is a substantial drop compared to October 2013 when brands’ average organic reach was 12 percent.
(Facebook’s organic reach continues to decrease)
Why has Facebook Organic Reach Declined?
Facebook’s decline in natural reach is intended to encourage you to pay to promote your status updates since that’s one of the best ways to reach Facebook fans today. This subtly forced use of Facebook ad products will no doubt affect your company’s financials because you will have to spend ad dollars on both developing and distributing content. This additional expense can be particularly stressful if you have a limited advertising budget.
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