Facebook has announced that it is going to cut down its organic reach. In other words, it’s going to reduce unpaid posts of brands and those which it feels are ‘overly promotional’. A blog post of the company stated, “While Pages that post a lot of the content will see a significant decrease in distribution, majority of Pages will not be impacted by this change.”
The reduction of the promotional posts will be decided on some factors like how many people engaged in a particular post or hid them, after which Facebook will decide whether it will allow them into the users news feeds. Facebook has said that the decision was taken after they conducted a user survey which revealed that many respondents were seeing many promotional posts in their news feeds.
The curtailing of organic reach by Facebook is not good news for marketers as now they will have to pay for these once-free posts. Earlier, marketers had seen this social medium as a free way to reach out to their consumers but with the rising popularity of Facebook over the years, this might no longer be the case.
A similar situation of brands and businesses is expected to be seen in the Middle East and North Africa (MENA) region. Over the last two years, there has been a steep increase in online advertising in the MENA region with industry experts predicting the digital advertising industry to grow at a compound annual growth rate (CAGR) of 28 percent.
More and more businesses have taken to Facebook as the social media for their brand promotions and communicate with their target audience. With Facebook’s decision to reduce its organic reach, it has now become essential for these brand pages to reach out to their consumers, pushing marketers to expand their online advertising revenue budget.