Facebook marketing requires a visual touch.
Marketing Social Media

Facebook Marketing: Organic Reach a Major Challenge for Marketers

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In December 2013, Facebook, the largest social media network, announced a change to how it served organic content to consumers. Influencers who had developed strong Facebook marketing strategies to engage their fans on a pro bono basis were enraged, as the update turned Facebook into a pay-to-play ad hub.

However, new data from EdgeRank Checker, which analyzes the impact of Facebook’s EdgeRank algorithm, proves that organic reach of Facebook content was on the decline well before the network’s Q4 announcement. The data suggests that organic reach was on a downward spiral due to the surge in the number of updates being liked by users.

In February 2012, EdgeRank Checker recorded an organic reach of 16 percent for Facebook posts. In March 2014, reach dipped as low as 6.5 percent.

With organic reach on the decline, brands must look for smarter ways to develop Facebook marketing strategies while keeping costs low. It is clear that brands are moving toward a visual content-first approach on the network as a way to engage audiences.

A new report from Socialbakers found that 75 percent of branded posts include pictures, followed by links (10 percent). More, 87 percent of total engagement on branded posts on Facebook occurs with photos.

“Despite all this, our data does not necessarily imply that a photo post will automatically be among the most engaging on Facebook,” Socialbakers’ social media analyst, Philip Ross, said. “It simply reveals a common trait that the best posts feature more frequently than do ordinary posts.”

Businesses launching Facebook marketing campaigns may be hindered by weakening organic reach, but they may also be able to maximize the return on investment of their efforts by taking a visual content approach to their social media initiatives.

How are you combating EdgeRank’s decline in organic reach?

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