As page admins have known for quite a while, Facebook’s organic reach is becoming more elusive. But a study by digital marketing agency Flightpath shows that the paid reach of Facebook ads is getting increasingly expensive.
Flightpath tracked the CPM of three of its major clients, finding that paid reach has grown from roughly $3 in February to more than $10 this month.
Flightpath Senior Director of Digital Marketing John Lee elaborated on this issue in a blog post:
There is always the possibility this decline in paid reach was caused by minor changes in content and scheduling but for the most part we have followed a consistent campaign strategy since implementing promoted posts. It seems highly unlikely that we would see this trend across multiple clients all within the same time frame.
One thing to note is that although paid reach decreased, engagement levels appeared to remain the same.
So what does this mean? It’s hard to say for certain but it could force companies to dish out even more money to reach the same number of fans. In other words, expect the cost of effective promoted posts to rise (especially as more and more brands start to utilize this advertising option).
In the future, marketers may want to focus on narrowing the targeted audiences on promoted ads, increasing engagement rates and ramping up influencer marketing strategies to see continued success on Facebook.
Here’s a look at the graph showing paid reach over time.
Images courtesy of Flightpath.