Let's go back to the digital advertising basics.
Marketers "buy" impressions so a particular online message reaches their target audience, right? The same exact deal applies to Facebook. Fair or not, it is what it is, and if advertisers want to keep playing in the Facebook sandbox, they will have to follow the rules or leave.
A post’s organic reach reflects how often a brand's message will be seen by its page's audience without a "pay to reach" effort, and according to the latest number reported by Social@Ogilvy, which tracked the drop earlier this year, that reach is currently close to 2% for pages with over 500,000 followers.
What to Expect
The Facebook free ride is over for marketers, and brands better start preparing for the day when the organic reach will be zero. Marketing teams will need to add this outlet to their paid channel list and their advertising budget in order to continue engaging their hard-earned audiences. "There's no such thing as a free lunch," someone said once, and Facebook listened. We should have known better!