Facebook to Marketing ‘Friends’: You Need to Pay More
Facebook (NASDAQ:FB) is evidently done sugarcoating things for its ad buyers: If marketers want their advertisements to be seen, they need to cough up the cash. The social network made this loud and clear for their marketers last month – Ad Age reports that it was through a sales deck sent out to partners.
It may have been a not-so-subtle approach on Facebook’s part, but the company has no choice but to alert marketers that the organic reach of their posts is quickly dropping off, so if they want their ads to be seen, they have to pay more and increase their fan base.
Marketers have long been told by Facebook that they need to value their fan acquisition, but now, the company has a different explanation as for why. Organic reach is defined by Facebook as ”The number of unique people who saw your post in News Feed or on your Page, including people who saw it from a story shared by a friend when they liked, commented on or shared your post, answered a question or responded to an event.”
So if advertisers want more “friends” to like and share their content, Facebook has always encouraged them to foster a solid fan following. The company explains, “Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency.”