People running a Facebook page (social media managers are people too, you know) must have noticed something odd recently. On every update, Facebook tells you that you’ll only reach about 15% of your audience. If you want more, there are easy, conveniently highlighted options to pay up.
This is not a small change. There’s a great run-down on this on a blog called Dangerous Minds. You can read it in full right here.
Paying to reach an audience on which brands have invested time and money already (via FB ads, among others), doesn’t sound like a good deal. And for most pages, the economics won’t make sense either.
It’ll be terribly interesting to see how this will pan out, and how brands will cope with it.
The traditional defense of Facebook is that their secret-sauce algo filters out brand updates so as to not pollute peoples’ newsfeeds with less relevant information. A great reason, putting the users’ interest first.
Except that it falls on its face when they say they’re okay with polluting if someone pays for it.
We’ve said it before though, even when it was free: