Adobe Q3 2014 report: Organic impressions down 50 percent YoY

Adobe, a Facebook Strategic Preferred Marketing Developer, studied the Facebook performance of its clients in Q3, finding that the News Feed is increasingly becoming pay-to-play.

Adobe found that organic impressions are down 50 percent from last year, but paid impressions only rose 5 percent year-over-year.

Joe Martin, a Senior Analyst at Adobe Digital index, noted that these figures would likely change in Q4, as brands up their budget for the holiday shopping season:

We expect brands to invest more in social during the holiday season as well.