The competition among Facebook business Pages will increase, as the social network pays more attention to paid distribution than to organic reach.
Ad Age has reported that Facebook gave its partners sales material on the importance of investing in Facebook ads because organic content from new business Pages may saturate organic reach.
Several reports thought Facebook only held back unpaid or organic content to encourage business Page administrators to use its ads services. The company said that it only did so to suppress spam.
In Ad Age’s report, Facebook talks about a drop in reach of organic Facebook ads due to the growing number of content published by business Pages, in addition to the growing number of newly created Facebook Pages.
Though Facebook’s message explains the decline in organic reach, it plays up its paid distribution service as a solution. It says that organic distribution of a post from a business Page will drop over time, so partners have to consider using paid distribution to increase delivery of messages in News Feeds.
To remove doubts over its message to partners, Facebook explained further through a blog post with a link to a sales deck and gave the main points of the issue:
People are connecting and sharing more than ever. On a given day, when someone visits News Feed, there are an average of 1,500 possible stories we can show.
As a result, competition for each News Feed story is increasing. Because the content in News Feed is always changing, and we’re seeing more people sharing more content, 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.
Though the reason of “more people sharing more content” is logical and unavoidable, the part where posts from Facebook business Pages will eventually “decline in organic reach” is not. Why would you invest in a service when there is no guarantee in exposure time for organic or paid distribution?
Some businesses spend time and money to build a strong following through Facebook Pages. Why would they continue to use a platform wherein each post will drop its reach and value over time?
To those questions, Facebook assures businesses that it values their fans and shows a list of benefits in the sales deck. The list provides tips on how to obtain fans, get more insight about the audience, and improve organic distribution.
All this trouble for “ad effectiveness.”