Facebook as Gatekeeper: Holding Audiences Hostage Unless Creators Pay Up

Pages are practically useless for fans and creators unless you're a big brand with lots of money to spend on Facebook advertising.

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Facebook’s algorithm has been a point of constant debate ever since users realized they weren’t seeing 100 percent of the content to which they are subscribed. Some suggest working around it, others want to emulate it. However, creators with a smaller audience and fewer resources than big brands are especially unhappy that Facebook has become a gatekeeper between content and audience.

“You see, Facebook simply has to filter things, or Facebook just won’t work. How odd that almost every other form of technology is allowing increasing degrees of personalized customization, and Facebook instead is taking control away from users,” writes Kate McKissick, the creator of Beatrice the biologist.

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