As stated in AdAge recently, Facebook has essentially become a pay-to-play proposition for your business. That is if you’re serious about getting any real visibility there.
Last Friday, Facebook said that it would be begin cutting back on the reach of unpaid posts – meaning the ones you put on your brand’s timeline – if they’re considered to be ‘overly promotional’. Facebook says that means pushing your followers to buy a product, install an app, or enter a contest or sweepstakes.
The social platform claims that this is because of feedback from users who say they want to see less stuff from companies in their news feeds and more from friends. But of course this is also part of the continuing evolution of charging brands more to reach the massive Facebook audience.
It’s fairly simple now. If you really want to connect with the community you’ve built over the years on Facebook, you have to advertise there. It’s become another place to spend media dollars, or not. And there’s one other thing. As more brands buy ads on Facebook, the price will rise. This is because Zuckerberg knows that the your news feed can’t primarily be advertising – no one will return to the site.
Things have changed from when Facebook was a free platform for marketers to grow a community. Now that you’ve done that, it’s time to pay the piper. If you want to read more, here’s a recent NY Times article on the same story.