Every community manager can tell you that there has already been a significant drop in post views. There was a time (not too long ago) when brand posts could reach 12 to 16 percent of their fans at any given time. And then a few months ago that number dropped to 4 to 6 percent and community managers and digital marketers were up in arms trying to decide what to do.
At first people said things like, “If you create great content people will still see it.” or, “Look at this chart of content types and which performs best.”. But when that didn’t make a difference, the hard reality started to set in, Facebook was going to become a true pay-to-play marketing platform.
The question that all brands have to ask themselves now is: How important is Facebook to what we are doing, and how much do we want to spend to make sure people are seeing our posts?
If you want people to see the great content that you are creating to share with your brand community, you’re going to have to come up with some money to boost your posts.
It’s not something that brands are happy about. But we have to remember that social media networks like Facebook were never built as advertising platforms for brands, they were built for people to interact with other people. It is also important to recognize that Facebook is now a publicly traded company that is responsible to investors and shareholders. That means they need to be making money.
And if brands want to make money using Facebook, it seems fair that they will have to spend money to make that happen.
The good ship Facebook has been turning in this direction for a while, but now it looks like we’re close to landing at a legitimate pay-to-play destination.