Facebook officially kills organic reach for brands, making all your Page "Likes" useless

Share this content:


You can stop trying to get those Page likes now.

Over the weekend, Facebook finally announced what most marketers knew already, that it will kill organic reach for brand's Facebook Pages, starting as early as January. This means there's only one real way to reach the many many people who like your Facebook page, which is to pay for an ad.

What now for marketers on Facebook?

Register here to receive our biweekly newsletter

To Facebook users, this might seem like a welcome development. Why must we see promotional messages from brands in addition to their ads in our news feeds? However, for marketers who have spent years toiling away, building up a huge following for their Facebook page, the move essentially renders their work completely useless. It's a stark reminder of the fact that brands don't own the audience they get on the network, they are simply renting them from Facebook.

Facebook is also laying to rest the idea that good content will be rewarded regardless of its algorithm. No matter how creative a brand's Facebook posts may be, they simply won't get shown to anymore than a negligible fraction of their followers. With this move, Facebook has completed its transition to a proper media channel, much like television or radio, where no brand presence is for free. 

Smarter marketers will have already adapted by beefing up their social media budgets and familiarizing themselves with Facebook ad targeting tools. Make no mistake, there are some excellent features for marketers looking to target and engage audiences on the platform. But the days of hoping for a post to go viral on Facebook are over.

Thanks for reading. See all of our social media articles here. Follow us on Twitter.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here