If You’re Not Paying Anymore, Then Facebook Isn’t Playing Anymore…

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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.”

“Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency,” the document states.

24 Responses

  1. Paul

    Patiently waiting to short this stock to zero. You know Zuckerberg is gonna continue to fuck it up.

    • jw

      lmao. Zuckerberg has created one of the most useful & most used products in the history of civilization. Even if Facebook were to tank tomorrow, what he’s done was revolutionary, & has helped to shape the future of the internet. The site has created UI standards & advanced the web in a way that very few sites ever have or ever will… it’s in the same league as Google.

      What have you ever created?

        • jw

          Not at all. As banal as it can be, the concept of “viral” before & after the advent of Facebook are two completely different things. Artist like Psy & Macklemore owe every bit of their success to Facebook & Twitter. Events are planned & promoted, causes are spread… you can raise $10,000 to pay for someone’s medical bills in less time than it used to take to drive to a Kinko’s.

          It’s easy to be cynical, but if you hand an idiot any tool they’re going do something stupid with it. A lot of important networking has happened on Facebook, & it’s made a lot of things possible that previously weren’t. If I have something to say, I can find & message almost anyone on earth. A lot of what Facebook offers is taken for granted, I think.

          But more than anything, I’m just sick of people rooting for these companies to fail. Wtf is the point?

          • Banjo

            I agree we want success for our fellow creators, we want to see them do good. I use FB to meet old friends. Has not been a marketing tool. Maybe now that I can pay I’ll use it. Because the reality is for successful FB campaign you pay someone. So… let’s hope we can get another low cost high yield marketing channel.

          • GGG

            Marketing via Facebook was incredible for a few years. When it was THE center of communication and people actually paid attention to events and invites and pages, etc. It’s gotten shittier and shittier and less and less effective over the last few years, even if you do pay. There’s just too much there, people care less and less, everyone’s spamming everyone, etc. You can pay hundreds of dollars to get empty “likes” but it will do very little. Great, you paid $500 and now have 7K fans based in southeast asia, 90% of whom never visit your page again. Great marketing, my career is made. Thanks Facebook!

      • Tom

        The dude copied MySpace and he’s somehow ‘revolutionary’? Please…

        • jw

          If you think that Facebook is just a myspace clone, you haven’t been paying attention.

  2. Jujunile

    Tell me why the fuck would i pay to promote a post on facebook? wen i wanted to promote my own site.facebook is just apart of the internet its not the internet ok ..who member wen myspace was the ting .they not so hot again doh,thats what going to happen to fb cause they are forcing they user to run adz for content thats on there . why would i run a adz for a joke or just a simple post ? i have used fb adz 3 times and it was a waste of my money.i try promote my website and they wan me to build a fan page then promote that..300 us for just for likes to the page thats all i get fr the adz…many people start to sey fb suck and is geting bore..facebook stock going to fall real bad.all share owner gonna sell theys share soon are later..linked in is a better stock..im a biz man and also a trader.trade stocks..forex and indices

    • Jeff Robinson

      I would have to agree. If it’s a website/product you are promoting, Google adwords and programs like those are the future. Nothing on Facebook is going to do what adwords can do for you as effectively.

      • Joda

        Anyone in music that thinks any google ad product is more effective than Facebooks is clueless. Seriously, quit now.

        • hippydog

          It depends on what your selling.. Google adwords rule when it comes to promoting a product when a customer will be ‘searching’ for it.. for example; If your a band that makes money on corporate gigs, then adwords are your best bet..
          For people looking for “fans” then Facebook is better..

          Sadly, Facebook could have been the predominate (besides youtube) place for curation and promotion of new music.. For some reason they never really implemented it..
          Since adwords can now be targeted at youtube and mobile, it could easily be argued that for music, google is more effective for those involved in music. (and doesnt require the constant creating of content that Facebook does)
          in my opinion..

          • jw

            Anecdotally, I’ve spent most of my life in front of a computer & I’ve never clicked on a single google ad. However, I’ve checked out plenty of stuff I’ve seen on fb or twitter.

  3. Bill

    JW – You are absolutely right in your praise of Facebook’s achievements but using them as the core of a response to people who are displeased about these recent events rings the bell of irrelevancy to that criticism. One thing has nothing to do with the other. Are people supposed to grant Facebook a free pass simply because of their achievements? No, of course not. …And asking “what have you created?” is equally irrelevant (and more than a bit snarky). As an example, I once worked for a man who was a terrible people manager, did terrible things to his employees and when faced with them, his family tried saying “But look at his many achievements!!!” while ignoring the criticism itself. True – he had achieved many things (and had received much praise for them) but what did that have to do with this his being a terrible boss? Case closed.

    • jw

      I didn’t necessarily read the news article as criticism, even though it’s kind of worded as such. I was responding directly to Paul(2)’s comment about shorting the stock, which is up 25% over IPO right now, is growing healthily, & will likely be the next stock added to the S&P500. If you’re waiting to short FB, I sure as hell don’t want you managing my investments. All of the pundits who were calling FB dead @ $18 (like DMN) are riding criticisms that are, apparently, irrelevant.

      Paul(1) has, in the past, questioned FB’s ability to truly turn a profit advertising. You can’t do that, & also demand that businesses be able to promote themselves for free using the service indefinitely. Around the time they went public, General Motors announced that they were going to quit buying Facebook Ads, but would continue to the Facebook platform to promote their products. Well now they’ll pay to do that, like they were before. I don’t see how anyone can have a problem with that. For this article to be read as critical of Facebook’s supposed new monetization strategy, you have to consider Paul(1) pretty hypocritical.

      To compare Facebook to the man you once worked for who did terrible things to his employees is pretty outrageous, I’d say. What are the awful things that FB is doing to people? Charging them to promote their products? I, personally, haven’t experienced anything awful from Zuckerberg & co.

  4. Lady Miss kier

    facebookers aren’t loyal to any brand ….we ditched friendster nearly overnight because myspace played music …we are only loyal to information flowing from freethinking people. We ditched myspace overnight as soon as it bombarded us on the front page with highly promoted suagarpop and too much advertising in our inbox ? why does Facebook think the same thing won’t happen ? greed …….I predict another mass exodus to a place that allows free speech and minimal adverts. Programmers have a brilliant network to copy from….we dont care who does it as long as it functions the same way facebook started out. infomercials will backfire any site but i suppose since they own our photos ,etc they can use this as a false front for a few years before their advertisers catch on that we’ve left .

    • jw

      People left Friendster for MySpace because MySpace was a quantifiably better service. People left MySpace for Facebook because it was a quantifiably better service.

      Friendster ruled for about a year. MySpace ruled for maybe 2. Facebook has been the go-to social network for… what, like 8 years now? People always talk about leaving Facebook. But there’s always been options. http://en.wikipedia.org/wiki/List_of_social_networking_websites. But the mass exodus hasn’t happened. Why is that? Because Facebook is a better product, even better than Google+. And because people have more invested in Facebook than they ever had invested in MySpace or Friendster. By a long shot.

      The other thing is that Facebook has more than a billion users & most of those late adopters are there to stay. If a million ex-Friendster early adopters moved on to somewhere else, it’s just a drop in the bucket for Facebook. And that service would have an incredibly hard time syphoning late adopters from Facebook.

      The big question is are you still on Facebook? And if so, why?

      • Lady Miss kier

        agreed ..except for the last part…. these sights can easily be replaced by a better model…..facebook has not annoyed us enough to leave…but if they do…we will……just like we left friendster and myspace …as you said…for a BETTER model…..one without advertising shoved in our face ….if that happens…we’ll be gone in a flash….right friendster ?

        • jw

          I don’t think you speak on behalf of a billion people, most of which, like I said, are late adopters there to stay.

          And designing a better facebook? Good luck with that. lmao.

  5. already

    already happening. posts, even on a regular FB page, suddenly were seen only by a small percentage of one’s friends/fans as of 5 or 6 months ago. also now on your FB feed there are at least 2 major ‘promoted’ posts, one always second from top. so in addition to having less of one’s own info go out, one sees less info running across the feed.

    FB has gotten very boring and useless as a tool for getting the word out, or hearing other people’s info. i’m findig i’m posting much much less (from once a day or two) to once a week or two; i’m going on much less, and more actively looking at google +, which seemed dead but might pick up as more people like me leave FB. i’ve also seen others post about this.

    this is exactly what happened to myspace. it was vital, and then it wasn’t. no one saw it coming.

    • Lady Miss kier

      agreed ! greed can kill these sights in a flash…we’re not as stupid as the marketing folks believe….the reason facebook has been appealing is because of uncensored non-corporate information flowing. as that dissapears….so do we.

  6. Anonymous

    there is a new platform similar to Facebook, that will steal all of it’s customers once it takes off so see you later.