With organic reach set to reach zero, the losers will be the non-profit information providers
It seems Facebook changes its algorithms as much as I change my socks. With too much content and the always user unfriendly profit motive, Facebook is destroying bloggers who rely on the king of social media.
As we share more posts, memes, videos and game alerts that flow into our timelines, Facebook is set to dwindle organic reach down to nothing. A post’s organic reach is how often it will be seen without any additional help from either the Facebook algorithm or paid-for posts. Since Facebook went public, organic reach has dropped like a rock.
At this time last year, a Quiet Mike article could easily have reached tens of thousands of people. In fact an article of ours titled “A letter to the Conservative Man” reached over 100,000 people last year. On July 4th no less when most Americans are away from their computer. These days, simply reaching a thousand people (even on pages with over 100,000 people) is an article well reached. If you believe Facebook’s Brian Boland, it’s about to get even worse.
As Ewan Spence mentions in an article published by Forbes: Even if Facebook left the news feed code as it stood right now, organic reach was already on the decline. Social@Ogilvy tracked the drop earlier this year, from 16% of followers engaging with a brand page post in 2012, to 6% in February 2014 for smaller pages and just 2% for pages with over 500,000 followers. The advice then was for community managers to expect organic reach to approach zero by the end of the year.
The real losers in all this are the non-profit amateur writers, bloggers and content creators who have used Facebook to share great content with their followers. A shame given that Facebook is a place that more and more young people are turning to for news and information.
Once again it will be the little guys who can’t get their voice heard. Without a significant audience to read their material, it will no doubt turn some bloggers off. No one wants to slave for a couple hours creating a great informative piece only to have no one see it.
The thousands of fans our pages have accumulated over the years will soon be going to waste unless you can afford to reach them. As I explained in my last article about Facebook, it is extremely expensive. Boland on the other hand explained why fans are still important.
He suggested “brands” should continue to engage and gather fans because fans give you credibility, can offer insights into your customer base and can be used to create social context which improves auction price for advertising. Fans can make ads more effective when they interact with them, increasing the chances of them being shown on the news feeds of other fans.
While I agree that fans give you credibility, if you’re a non-profit writer or blogger, the rest is complete bullshit. Insights don’t really help if you’re trying to reach a broad audience and advertising is a non-starter. Facebook is simply getting ready to profit more off of people’s feeds.
I’m quite certain Facebook’s actions, whether you want to blame them or not, is going to lead to a mass exodus of users like Quiet Mike, Political Moll and even non-political pages like Chad Macdonald’s Yanks Go Yard.
The fact is, when a website starts to get more referrers from Google, Twitter and Reddit, you know Facebook has run its course. The point is, none of us can afford to sit around and wait for Facebook to change back to the way it was, because it won’t. For my fellow writers, bloggers and artists, we should not allow Facebook to become the death of us. We’re too important. Perhaps it’s time we gave MySpace another go… OK, maybe not.
Luckily Facebook is no longer the be all, end all of social media. While you might not see Quiet Mike articles pop up in news feeds in the future (or the present for that matter), if you’re a fan of ours, there are still plenty of ways to stay in touch with us. The obvious one is to subscribe to our site on the right hand side of this article.
Here are the others: