Look Out Below! Facebook’s Organic Reach Plummets Toward Rock Bottom
Best guess off the top of your head – is your organic reach on Facebook half of what it was a year ago? A third? Even less? Are there days when you think you might actually hit rock bottom – or Facebook Zero?
Social@Ogilvy thinks it’s a real possibility and before you say they’re rabble-rousing, take a look at this chart:
We’re looking at a 49% decline from the peak period less than a year ago! This has nothing to do with the number of active Facebook users, it’s all coming from the changes Facebook made in the newsfeed algorithm in regard to Page posts.
I thought that was bad enough, then I read this in Social@Ogilvy’s report:
“Facebook sources were unofficially advising community managers to expect it to approach zero in the foreseeable future.”
Zero! Your fans won’t see a single one of your posts unless they go directly to your Facebook page unprompted.
Yes, there’s the paid boost option but boosting every post is just ridiculous. It’s not just about the cost, it’s about the handwork involved. I’d be more likely to pay Facebook a flat fee to make sure all of my posts hit the newsfeed. Remember, this isn’t just about communicating with my Page followers, it’s about getting my followers to share with their friends so the circle widens.
I suppose it’s our own fault for putting all of our eggs in this one, very powerful, social media basket. Facebook pulled us in with promises of free publicity and we “bought” it. Businesses of every size spend from two hours to 20 hours a week creating Facebook posts and contests and promo pages. Third-party businesses popped up whose sole purpose is to help you engage with customers on Facebook. So what happens when we hit Facebook Zero?
I know Facebook is all about power to the people, but can the site continue to thrive without businesses? If you can’t have an effective brand page, will you still buy ads on the site? Will you fork over daily dollars just to be seen or could it be the beginning of the end of one of the best sources of free publicity ever to hit the web?
What do you think? Is Facebook Zero a real possibility or will Facebook give in and let Page owners have their say?