An anonymous source told Valleywag that Facebook will diminish Page reach to as low as 1 percent in the near future. In response, The Vocus Blog said, “Not only do marketers need to understand how to deal with Facebook’s Page squeeze (strangle?), but also to understand how much of the online punditry is helpful.”
The new reality on Facebook is that 99 out of 100 Fans will never see your (unpromoted) Posts. And it may actually be worse: Facebook says that users are exposed to about 1,500 potential pieces of content per 20-minute session. So the quality of the exposure to your brand Post is potentially quite low. This may be shocking, but shouldn’t be. The situation for brand Pages has been dire for quite a long time.
CNET confirmed that Facebook marketers will see the organic reach of Page posts decline over time. Brands have already noticed significant decreases in viral reach since the company’s latest algorithm change. Adding to the dilemma is the fact that Facebook recently imposed penalties on brands that overtly ask for likes or shares.
While Valleywag said that Facebook is a for-profit business and that marketers shouldn’t panic, Vocus noted Oglivy’s advice that brands avoid overcommitment to any social platform. Facebook remains an important part of marketing strategy, but it’s increasingly a pay-to-play platform.
For more information, check out AdWeek‘s “Facebook Reportedly Slashing Organic Reach for Pages,” and click here to read Vocus’ suggestions for brands going forward.