Since last year business users started to complain that their organic, unpaid posts were not being seen. Previously posts would show up in newsfeeds for those who ‘liked’ the business or organisation however the numbers that were actually being seen dipped.
When criticism first arose last year Facebook’s response was that they were ensuring users newsfeeds were filled with useful content, rather than content simply shared by businesses they had liked but that might be spammy or irrelevant. They insisted though that this didn’t affect the overall reach of the business.
In a change of tack however they have now admitted that the number of organic posts can expect to decline even more so. In an uncovered sales pack they state:
“We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
The result of which is that even if someone likes a business page they will barely see any of their posts (around 1-2%), unless the business pays for a sponsored post, even if it is going out to their fans. This will be unwelcome news for those who have spent time and resources on gaining a fanbase on Facebook, as effectively these likes will mean little or nothing now, given that businesses will still have to pay to reach their audience.
It will especially affect small businesses who can’t afford to pay so will effectively lose their facebook fans. Worse yet for charitable or voluntary groups or organisations who will no longer be able to communicate meaningfully with those who have liked them. And with more businesses signing up to sponsored posts out of necessity the greater the cost of the advertising will become.