Advertisers Shake Off Facebook's Latest Reach Cuts
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To paraphrase a cliche: The first time Facebook trimmed marketers’ organic reach, it was shame on Facebook for not alerting brands that the content bar had been raised. The second time, it was shame on marketers for still posting stuff people thought was spammy. The third time — last week — it was whatever.
Late last Friday Facebook announced that next year it will begin cutting the reach of brands’ unpaid posts deemed too promotional. It was the latest in a string of moves by the social network to reduce the advertorial cutter in its users’ news feeds. But instead of screaming bloody murder like it did two years ago when the first studies showed brands’ organic reach was shrinking, this time Madison Avenue’s collective reaction was cool.
“No blood pressures raised. Everybody was pretty calm about it,” said Peter Fasano, senior VP at Social@Ogilvy.
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