Facebook Zero? Taking a true “portfolio” approach to social in 2015
Last year about this time (Dec 2013) Facebook signaled how things were going to change for branded organic reach over the course of the year. It’s been interesting to watch this play out over 2014. Facebook kicked things off with this quote at the end of 2013.
“Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We expect this trend to continue as the competition for each story remains strong and we focus on quality”
Then, Social@Ogilvy ran an article in May 2014 entitled “Facebook Zero” documenting a huge decline in organic reach for many brands.
Finally, on Nov 14, 2014, Facebook admitted outright that people don’t want to hear from brands in their feeds.
“People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.” Read the full article from Facebook here:
Facebook finally told us what we already know intuitively–most people don’t care about hearing from a brand when they scroll quickly through the news feed to catch the latest travel picture from a friend. Forrester has been saying this for years.
And, if you read the rest of the Nov 14 post, you’ll notice that Facebook is signaling another deep organic reach cut for 2015. This means that some brands might truly enter the world Facebook Zero in 2015.
Brands can still get great organic reach (which is the best kind of reach) on other social platforms–but this takes a dedicated portfolio approach to building audiences and content to “fit” the consumer mindset on the platform.
So, as Facebook puts the breaks on organic reach again next year, savvy brand builders will stop simply “testing” the newer social channels, and will start building audiences in earnest across a portfolio of platforms in 2015.
Happy New Year everyone!