Welcome to the future of Facebook, where ‘organic’ and ‘viral’ will soon come with a price tag. According to a recently-leaked document obtained by AdAge, non-advertising contributors simply aren’t paying the bills, which means that Facebook will be heavily prioritizing paid placements over organic ones.
Which also means that if you’re not boosting, sponsoring it, or other paying for it, large portions of your fanbase won’t be seeing it. “If they haven’t already, many marketers will soon see the organic reach of their posts on the social network drop off, and this time Facebook is acknowledging it,” AdAge just reported, leaked document in hand. “In a sales deck obtained by Ad Age that was sent out to partners last month, Facebook states plainly:
‘We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.'”
AdAge didn’t publish the short document, though the takeaways are extraordinarily clear. “The three-page document also contains a section that repositions how marketers should think about fan acquisition: as a tool for making paid advertising more effective,” the AdAge piece continues. “In other words, the main reason to acquire fans isn’t to build a free distribution channel for content; it’s to make future Facebook ads work better.”