Some say organic reach is dead. And while you can argue either way, there is no question that it is at least in decline.

Back in April 2015, Facebook made some drastic changes to its algorithm. This resulted in a noticeably steep drop in organic reach for brands, who are now forced to pay their way into the hearts of their fan’s newsfeeds if they wish to improve their reach on the social media platform.

There are two key reasons behind this:

  1. There are more people on Facebook in 2015. According to the Facebook for Business page, more and more content is being created and shared every day. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on. This means your business has significantly more competition now than you may have had before.
  2. People want better content on their newsfeeds. On a platform that is saturated with content, what users really want to see are more stories from friends and Pages they care about, and less promotional content.

The result, as Contently puts it, is that Facebook is now primarily an advertising platform for brands, and they need to think of it as thus. The good news is that it can be a fantastically effective ad platform when used correctly.

You can still achieve organic reach in several strategic ways, but the bottom line is it’s going to come from content that is genuinely interesting and adds value to your fans’ newsfeeds. So from a human being perspective, this is good news, too. It means that our lives may be getting a little less cluttered and we’ll be living in a world of more desirable content (ideally).

Now that social media plans for brands pretty much require some sort of paid advertising and promotion, it’s more important than ever to have a solid strategy behind what you’re doing. Get in touch with the team at Lis Thomas Content to see what we can do to make your brand stand out online.