Facebook Is Pushing Brands to Pay for Reach

Ever since Facebook restricted the organic reach of brands' posts to 16 percent in 2012, the world's largest social network has continued to gradually reduce the reach of unpaid branded content. By doing so, Facebook is trying to push brands towards paying for more reach of their content. Between October 2013 and February 2014, the organic reach of content posted by brands has nearly halved as our chart illustrates. According to Social@Ogilvy, the organic reach of brands' posts may soon reach zero, meaning that brands will no longer be able to reach their Facebook fans at zero cost.