Facebook's organic reach for brand posts has significantly declined, with only 2% of followers typically seeing a post. Brands must either reconsider their use of Facebook or shift to a paid advertising model, as the platform prioritizes user interests over brand visibility. Effective strategies now involve targeting specific audiences through boosted posts to increase engagement and achieve better results.

1. Facebook Kills Off
Organic Reach
THOMAS HAYNES. FEB 2015.

2. The Problem
“ The average post by a Brand on Facebook is only seen by
2% of that Brand’s followers.”

3. Says Who?
Ogilvy analysed more than 100 Brand pages and found that their reach had
dropped significantly (link).

4. Really?
Yes. Facebook admitted that organic reach is dropping:
https://www.facebook.com/business/news/Organic-Reach-on-Facebook
They also explained that they are “reducing overly promotional page posts in News Feed”:
http://newsroom.fb.com/news/2014/11/news-feed-fyi-reducing-overly-promotional-page-
posts-in-news-feed/

5. What Does This Mean?
The days of being able to drive significant amounts of traffic to your site, engage with your
audience or promote your business for free on Facebook are over.
Officially this is about Facebook putting the interests of users over the interests of
businesses (yeah right).

6. How to tell if this has affected your page
Look at recent posts to your Brand page under “insights” to see the reach of these posts.
Reach is a measurement of how many people saw your post.

7. Example reach stats
The image below shows a normal post and one boosted (more on that later) with a budget of about
£20.
The “organic” post reached 65 people compared to 12.7k for the boosted post.

8. Is your current strategy working?
Review your reach figures (and, more importantly, engagement).
What are you trying to achieve and how are you measuring it? For example: views, engagement,
likes, sales.
Is the amount of time you’re spending on your Facebook strategy providing a positive ROI?
[I couldn’t bear to add a cheesy ROI graphic here]

9. The solution
If you’re not getting the results you want from your current FB activity you have two choices:
1. Stop using Facebook for your Brand.
2. Start thinking of Facebook as a paid medium.
Me
again!

10. Boosting posts
There are two main ways to advertise on Facebook – creating an advert (we’ll save that for
another day) or boosting a post:
1. Write a post as you normally would and then click on “boost post”
2. Choose an audience
3. Choose a budget and a duration
4. Let Facebook do the rest

11. Best practice
The more targeted you can be the higher your success rate is likely to be.
Even if you’re just looking to increase brand awareness you should be using the Audience
feature to target people who match your target personas.
Test, measure, analyse and test again.

12. Good Luck!
GET IN TOUCH IF YOU GET STUCK

13. Links
This presentation in Blog form http://www.optix.solutions.co.uk/blog/facebook-kills-off-organic-
reach-2015/
Follow me on Twitter https://twitter.com/thomashaynes_
Add me on LinkedIn http://uk.linkedin.com/in/haynesthomas
Email me Thomas@optixsolutions.co.uk