Why Brands Shouldn't Rule Out Facebook Just Yet
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As digital marketers, we regularly discuss industry news with our colleagues and clients. Rarely does a subject spark as much interest and debate as the notion that changes by Facebook have slashed the reach for brands’ pages. Article after article makes the ad industry rounds, gets rehashed again and again, and drives clients to repeatedly ask us, “What do we do about Facebook?”
Unfortunately, these sensationalist articles are only telling half the story by focusing entirely on quantity of impressions, which is a measure of scale. We see the true measure of success on Facebook as achieving quality at scale, not just scale alone.
While it’s easy to portray Facebook as a greedy company trying to drive up paid distribution, we decided to dig into the data to better understand the impact of Facebook’s platform changes. We looked at Facebook Insights data from October 2013 through April 2014 for different 15 brands across three verticals, analyzing more than 385 million organic post impressions from 6,600 unique Facebook posts. Here’s what we found.
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