Is This the End of Earned Influence on Facebook?

Recent algorithmic changes have rendered earned media less effective. The solution, says Facebook, is buy more ads.

Marketers using Facebook may have seen a drop off in engagement recently. In a sales deck obtained by AdAge, that was distributed to partners last month, Facebook acknowledges the problem. The social media behemoth also cited algorithmic changes as the cause, and offered a simple solution: stump up the cash for more ads to replace the lost reach.

“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,” Facebook said in the documents.

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