Tag Archives: advertising

Revisiting the Facebook reach debate

facebook_logoThe debate around Facebook Pages and their organic reach has been ongoing for years now, but it always spikes again when Facebook themselves cop to the fact that organic reach is changing or that their algorithm has changed in some manner.

The latest development is an apparent admission on Facebook’s part that Pages will now see organic reach drop to “between 1-2%”. For what its worth, previous organic reach was around 6%, and two years ago I remember telling bands I worked with that 10% was probably a sign things were going well – anything more than 10% would be a bonus. So, let’s be clear: Facebook organic reach has never been all that great.

Now though as we drop nearer and nearer to a zero figure, it rightly leaves many wondering why they bother. Just last week, Eat24 announced they were deleting their Facebook Page citing the hopeless reach as a factor.

I certainly sympathise. Let’s be clear: I’ve never been of the view that we all deserved unlimited reach with our Pages. However the ideal always felt like a balance of sorts, with day-to-day posts achieving decent reach (provided they were good) and ‘milestone’ posts (which in the context of bands would mean new single/video/album/tour) getting promoted to ensure maximum reach not just to fans but to broader audiences too. There was logic to this: it ensured a good flow of decent content to fans (which in turn kept them on the site, thereby benefiting Facebook as well) whilst also ensuring that Facebook would see money for promoting those key posts to broader audiences.

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Music vs The Web: Have We Reached Social Media’s Tipping Point?

facebook_logoThis article originally appeared on Drowned In Sound.

Its been a bumper year for Facebook, on paper at least. Recently they announced that year-on-year revenues were up 60%, with advertising revenue up to $1.8bn. Their daily active user count rose 25% to 728 million people. At this point then, you’d think it would be high-fives all round, with Wall Street giving Zuckerberg and co a hearty pat on the back.

And yet, shortly after this announcement, more than $18bn was wiped from Facebook’s stock value. The reason? One, short sentence: “We did see a decrease in daily users specifically among younger teens.”

Herein lies the problem for Facebook – and indeed any tech company looking to take the IPO path: when advertising is your core product, at some point the balance will tip, driving users – usually starting with the younger ones – away.

Put simply: in order to make money, Facebook must serve ads. In order to make more money, Facebook must serve even more ads – almost certainly putting them on a collision with a critical mass point, where people burn out completely on ads and, at the very least, stop clicking on them or, as is the current case among teens, find other services to use.

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