REPORT: Not Surprisingly, Brands’ Organic Reach Down, Paid Reach Up on Facebook

By David Cohen 

Adobe3QFacebookPostImpressionsChart650This is probably not going to come as a shock to brands on Facebook, but if you want to play, you pretty much have to pay, as a new report from Adobe found that impressions for organic posts on the social network by brands are down 50 percent in 2014 compared with 2013, while paid impressions are up 5 percent during the same time period.

Adobe also projected that paid impressions on Facebook will grow by 10 percent to 20 percent during the upcoming holiday shopping season.

According to Adobe, media companies had the highest year-over-year growth in number of Facebook posts, doubling in 2014 versus 2013, while retailers saw the largest rise in interactions with posts, at 13 percent.

Adobe Digital Index senior analyst Joe Martin said in a blog post announcing the findings:

We expect brands to invest more in social during the holiday season, as well. As social becomes a bigger part of the holiday commerce experience, brands and retailers are going to want to make sure their messaging is being seen.

Readers: Did any of Adobe’s findings surprise you?