Facebook Cuts Off Reach Generator

Attention turns to more flexible Promoted Posts

As autumn approaches, Facebook is pruning its offerings to advertisers. While the company recently rolled out the ability for advertisers to target customers in their CRM databases, it is cutting off the ability for big brands to make sure a page post hits a majority of their fans through the Reach Generator tool. Inside Facebook first reported on Thursday that Facebook would be sunsetting Reach Generator, and a Facebook spokesperson confirmed the plans today.

“We are simplifying our offerings for advertisers, who can now achieve reach goals through Promoted Posts, a recently launched product which gives businesses the increased flexibility to hand-select and boost posts in the News Feed,” said a Facebook spokesperson.

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