Facebook has been slated for their decision to cut the reach of brand’s ‘organic’ (otherwise known as unpaid) content.
“It’s just so they can make more money from us!” I hear you say. Yes, that does come into it. Social networks have to find ways to monetize what they offer. But that isn’t the only motivation behind their move towards cutting brand’s reach.
In Facebook’s announcement in November 2014, they highlighted the fact that the only brand posts they would be cutting the reach on would be those deemed “overly promotional.” They went on to clarify that term applied only to those posts that were less creative and obviously sales focused, i.e. ones that pushed you to buy/download something or enter a competition.
The cuts made by Facebook were said to be prompted by a user survey, in which many users complained of seeing too many promotional posts from businesses clogging up their newsfeed.
Why The Cuts Are Good For Marketing
Facebook have listened to their users, and so should marketers.
If users are complaining about seeing too many sales and promotion posts, then this means those posts aren’t having the desired effect on the target audiences. If they don’t like seeing them, they aren’t going to be engaging with them.
With this revelation in mind, rather than simply spending more and more money on Facebook advertising and Sponsored Tweets, marketers should be revaluating the content of their social media campaigns.
Facebook said in so many words that if your post is creative and not overly promotional, then your organic reach won’t be affected. So the reach is actually in the marketer’s hands.
The cuts are actually having a positive impact; they are forcing marketers to improve their marketing and re-engage with their audiences.
The fundamentals of a good marketing message are that it highlights a need and provides a solution to that need. It adds value and engages the audience because it knows what they expect and need.
Therefore, a well done marketing campaign should stand up to any algorithm changes and cuts by social networks, because it should always be something the audience actually wants to engage with.
It’s understandable that marketers are upset and panicked by the cuts. There is a worry that Facebook and other social networks will eventually dominate all digital advertising space and be able to charge what they want for it.
But in reality, all the cuts mean for marketers right now are that they have been given a chance to ditch the lazy strategies and get more creative in an attempt to re-connect with their audiences and vastly improve their digital efforts.
That, is why Facebook cutting brand’s reach is actually GOOD for marketing.