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BizReport : Social Marketing : September 16, 2016


BBDO Worldwide: Organic reach on Facebook is dead

A new study from BBDO Worldwide reveals that brands continue to rely too heavily on organic reach on Facebook.

by Helen Leggatt

According to BBDO Worldwide, brands are out of touch with the reality of marketing and awareness on social media. To this end, many continue to resist paying to extend their audience, relying instead on organic reach and, as a consequence, they are not getting the best out of their Facebook presence.

Putting it bluntly, Julian Cole, head of communications planning at BBDO, says "Organic reach on Facebook is dead". The social network no longer offers a "free lunch", he added.

In fact, using stats from Socialbakers and analysis from Unmetric, BBDO found that, during the months of May to July this year, only 3% of the top 100 brands with the most engagement were supporting more than 80% of their Facebook posts with non-organic, paid distribution. Of those brands, Cadbury Dairy Milk had the highest percentage of promoted posts having posted four times during the research period and promoting each post. Starbucks paid Facebook for 97% of its 33 posts and soft-drink brand Guarana Antarctica paid for 87% of its 23 posts.

However, some top brands did not pay for any content promotion during the research period, including Pizza Hut, Dove, Pringles and Nescafe.

"We have plenty of clients that are still doing organic posts on their Pages for users but that's not going to be the driver of the business moving forward. If you're using Facebook as a driver of business, there's a better way of doing it," said John Osborn, president and CEO of BBDO New York.

Osborn warns that, while relying on organic reach is great for reaching existing fans, those who have already Liked their Page, it does little to reach new ones.

However, even non-organic activity can boost the performance of organic traffic.The audience reached via paid posts will engage with the paid content and, as a result, their friends will also see it.

Tags: Facebook, organic reach, paid ads, social marketing










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