A study from Social@Ogilvy including 106 pages of brands with presence on Facebook showed that the organic range of posts has decreased significantly. While two years ago about 16% of fans visualized organic posts, in February of this year the percentage dropped on average to 6.15%. For those companies with more than 500,000 likes, the fall was 2.11%.
This fact has two major implications for companies that have focused most of its communication strategy on Facebook. First, the strategy of buying ads to get more ‘likes’ in the hope that it would be possible to stream content for free to a larger audience collapses. To continually reach a significant base of individuals, media investments cannot stop.
The second implication is educational. Many companies believed to have full control over its actions on Facebook. Several of them proclaimed the extinction of their websites to concentrate the resources on the biggest social network of all times. Big mistake. Now they begin to understand that the rules can change independently of their interests.
It is undeniable that social platforms like Facebook, Twitter, Instagram or any other, brought incredible opportunities for brands to get closer to their audience. And no company can afford to disregard its presence there. At the other extreme is also undisputed that no business can bet ALL chips only on these platforms at the risk of losing control of its strategies.