Hasta La Creative!

The Social@Ogilvy research was conducted on a global set of brand pages, the majority of which were from outside of the U.S., according to the research paper’s author, EAME managing director Marshall Manson. They spanned verticals and accounted for 48.2 million total fans.

Increased competition for limited space in news feeds was cited by Facebook last fall as the reason for brands getting less exposure. The document describing a gradual decline in organic reach said that “content that is eligible to be shown in news feed is increasing at a faster rate than people’s ability to consume it.”

Eventually, there may be no space left for brands who haven’t paid to promote their posts. According to Mr. Manson, Facebook representatives have told members of his team and clients to think about what a social strategy would look like if there were no organic reach.

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