This is a very bold statement!
Let's give it some context before you take a look at our Slideshare. This presentation has been informed by a recent study of Facebook pages under our management.
During the month of December 2013, Facebook EMEA updated their algorithm resulting in significant changes to the Organic Reach of brand page posts.
Previously, posts would organically reach 16-18% of the total fans of the page, however this has now dropped to between 1-6% (study of 13 brand Facebook pages that Huskies manage ranging from 4,000 fans to over 2 million fans).
Cue – panic across all social media teams!
Since then, brands everywhere have been wondering what can be done to counteract the drop in reach. Ogilvy Social (nice one guys – really informative) recently released a paper saying that organic reach for brands would eventually reach zero and that paid is an essential part of the mix.
We believe that this may be true for many brands, and that a small amount of paid may be required for content to ‘catch fire’. However, we have seen from our own Huskies study that if brands adopt a new editorial approach to content creation - brands will not hit ZERO and may even begin to increase their organic reach.