Executive's Corner, Facebook, Paid Media, Shared Media, Social Promotion
Published By:
3K

While it took them almost a year to warm us all up to the idea, Facebook has finally thrown down the organic reach gauntlet publicly, saying that promotional brand page posts are going to be further filtered out of people’s newsfeeds. This, after the alleged September 2013 organic reach controversy that saw some brand post’s reach drop 50% or more from an already low level of exposure.

What Facebook is saying is that if you’re hocking your wares, users aren’t interested. Of course, Facebook benefits from the answer: Pay to promote those posts and ensure they reach a certain audience. But the truth of how the tool works is now clear: Facebook is a media outlet. In order to get your promotional content seen, you’re going to need to pay for the exposure.

Here’s where brands and pundits are getting what Facebook said all wrong, though. Facebook has never said that all brand posts are being turned off. It has specifically pointed outposts that:

  1. Solely push people to buy a product or install an app
  2. Push people to enter promotions and sweepstakes with no real context
  3. Reuse the exact same content from ads

This describes a lot less of your content than you think. If you’re sharing a thoughtful blog post from your company website, it doesn’t meet these filter standards. If you’re linking to a YouTube video of your company’s latest product line? Maybe … depending on the verbiage you use.

A post like this one from internal communications app Red e App (disclosure: a client) is a question mark.

What Facebook’s Brand Warning Means For Marketers

The verbiage isn’t promotional for the app, but the link does lead back to the company site. It’s for a whimsical campaign the company is doing to bring attention to the disenfranchised workforce. But it doesn’t qualify under the three piece test Facebook outlined, so will it fly and get organic reach? We’ll see.

Certainly, Facebook’s job and promise to its users here is to filter out in a sophisticated manner. So, like web spam and the Google algorithm, Facebook’s algo team will consistently tweak and improve so the promotional stuff doesn’t get through.

But their job is to let the rich, customer-centric content slide, too.

At the end of the day, the truth is that organic reach isn’t dead. It’s just that brands will need to create interesting, compelling, conversational and customer-centric content to get it. You think brand pages like BuzzFeed are going to see organic reach loss? Think again.

You need content that stands out. If you’re not doing that now, you might need some help from someone who can.

revcontent-98%-of-sites-get-denied-are-you-in-the-2%

Sponsored Resources

Want more resources

View all Resources




Most Read

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.