You are not alone. Facebook has once again slashed the organic reach of page posts according to a recent article in Adweek.
Just a level set on terminology. Total Reach is the total number of people you reached — fans and non-fans, paid and unpaid.
Organic Reach is the total number of people you reached without advertising — fans and non-fans.
In this post, I am talking about organic reach.
It was only two years ago that Facebook said that proclaimed that page posts reached 16% of a brand’s fan. Since then, brands have seen a steady decline in reach as Facebook has tweaked its news feed algorithm several times, moves that will ultimately force brands to pay for more impressions via ads on the site.
“Over the past few months, we have been having conversations with clients about declining organic distribution in News Feed. This is largely due to more competition driven by more sharing,” a Facebook spokesperson told CNET.
A story by Ignite Social Media in December illustrated how Facebook had slashed the organic reach of posts saying:
That number is no longer achievable for many brands, and our analysis shows that roughly 2.5% is now more likely for standard posts on large pages. So, a year ago a brand could expect to reach 16 out of 100 fans and now that brand is lucky if they get 3 out of 100. Chilling news for brand pages who have invested resources to “build” a large following of fans.
The latest reports are that Facebook has slashed the 2.5% reach that Ignite was seeing in December to around 1% today.
The continual decline in reach means that if you want to continue to reach your fans on Facebook, then you will have to pay Facebook for sponsored posts, a tactic that will infuriate many Facebook page owners.
The alternative is to use Facebook to grab more data on your followers, especially your most engaged users, and use other channels like email to keep on contact with them. That way you “own” the customer, not Facebook and you can market to them via your normal marketing channels.