You know all that quality content you have been posting to your Facebook page to reach out to your community and build your fan base? Guess what? It may not matter for much longer…unless you want to pay to promote it.
Thats right, Facebook has revealed plans to slowly “kill” the organic reach of your brand’s posts and force you into paying (or “promoting”) that same content in order to simply reach your existing fans.
In a sales deck obtained by Ad Age that was sent out to partners last month, Facebook states plainly: “We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.” The follow-up sentence is flush with a direct call-to-action for all marketers to consider paid distribution “to maximize delivery of your message in news feed.”
The bottom line is this: If a user likes a brand’s Facebook page because they want to see updates and engage with them, that may not actually happen. That is unless said brand is willing to dig into their wallet.
“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”, Facebook is quoted as saying.
The deeper question is, what will this mean for Facebook as a company? If they follow this path, could it spell the destruction of their brand? Will businesses be less likely to work with Facebook as a result of this money grab? This article speculates on the demise of Facebook as a result of this move. There have also been a surge in the number of articles discussing the relevance of Facebook including this one on Mashable. A quick Google search for “Facebook is so” turned up these Google auto-suggests:
It’s difficult to say if Facebook will go the way of past social networks like MySpace as newer social networks like Snapchat, Twitter, Vine, Instagram, and others snatch up the fickle attention span of the online masses. It certainly seems like an ill-fated move to remove businesses from the news feeds of Facebook users who have decided to like brands and companies and probably want to receive updates from them. If you are utilizing Facebook as a business owner, this is something to watch over the coming months.