Living with the Consequences of Decreased Organic Reach

Facebook has recently significantly decreased their organic reach for brand posts. Here are a few pointers to combat the negative effects on your social media presence.
Published on Feb 24 2015 by David Cooper

Facebook, the gargantuan monolith of attention-sucking, time-wasting, hyper-connection is on the decline.  

In 2014, Facebook was the only major social media platform to show a drop in active users. Whilst there is a large amount of speculation surrounding why Facebook has lost users, the most glaringly obvious answer is often overlooked.


Image Source: Global Web Index

The Decline of Valuable Marketing

Like myself, many of you let Facebook into your lives around 2006. Everything was exciting. Facebook was a photo pin board, event planner and the first point of contact for information generated around everything that you like.

More and more brands began seeing the value in social media marketing and Facebook duly responded. Facebook steadily monetised any exposure brands could gain from the tool.  Early 2014 heralded in the death of Facebook’s organic reach and an inversely proportional rise in Facebook’s stock price.


Image Source: Convince and Convert


Share Worthy Content

So why are users fleeing the ‘anti-social network’? The answer could simply come down to what Facebook was originally built on, the function of ‘The Like’.
The fastest growing social media platforms all rely on the principle function of aggregating what users like and following what other users/brands like.

Marketers have now been given the opportunity to present quality content across growing social media channels, with no loss of reach. Co-ordinating content across Pinterest, Tumblr and Instagram is highly visual and relies on a large knowledge of your current (and possible) client base.

Bring Back the ‘Like’

As we move further and further into the new year, a good goal for your organisation may be to focus on bringing social media back to its roots. Embrace the memory of the ‘Like’ and feed off your target market’s needs/ wants and aspirations.