Yep, the moment that we all dreaded has finally come to fruition – free, organic Facebook reach has plummeted over the last few weeks, with the result that even the most engaging and compelling posts are barely being seen.
We’re as disheartened as you are, of course, although we’re still hoping that Facebook takes pity on poor not-for-profits and provides them with a little more organic reach than the big bad brands.
Current Facebook insights would be funny if they weren’t so worrying – we’re seeing posts having a reach of 40 people and an engagement of 40%. It’s insane!
What does this mean? Quite simply, we need to accept that an advertising budget of some kind is a necessary evil. If you want to have any traction across Facebook, you’ll need to spend a bit of money.
Why is this happening? Basically, as the number of advertisers on social media increases, so is the cost of social ads. Spending on Facebook alone increased 74% from 2016 to 2107.
The good news is that if you’ve worked hard to create an engaged Facebook community, then you won’t have to spend too much to keep spreading your message. Your audience is there, you just have to reach them!
Look on the bright side though: social-media marketing still provides an extremely cost-effective way of reaching a targeted group of consumers, which is driving the competition for results with social advertising. It’s still much cheaper and way more effective than an ad in the newspaper, or a sign on a bus-stop!
So, don’t lose heart, and do keep creating amazing, engaging and shareable content that Facebook can’t help but send out far and wide!