In part 2 of this series, we discussed the ad-heavy nature of Facebook in the modern day, but in this article, we’ll be looking at the effect this has specifically on organic reach and the ability for people, organisations and companies to go viral.
The evolution of Facebook’s algorithm has dramatically reduced the visibility of posts from business pages, particularly those that rely on organic reach. This shift has had a detrimental impact on businesses, making it increasingly difficult to connect with their audience without significant investment in paid advertising.
The Decline in Organic Reach
Facebook’s algorithm changes over the past few years have prioritised content from friends, family, and paid advertisers over posts from business pages. According to a study by Hootsuite, the average organic reach for a Facebook post in 2021 was just 5.2% of a page’s total likes. This means that a page with 10,000 followers could expect an average post to reach only about 520 people without any paid promotion.
This decline is stark compared to earlier years when organic reach was significantly higher. In 2012, Facebook admitted that the average organic reach for a post was about 16%. Over time, this figure has continued to drop, leaving businesses scrambling to adapt to the new reality of diminished organic reach.
The Challenge for Small Businesses
For small businesses, particularly those in New Zealand, this reduction in organic reach is a significant hurdle. These businesses often rely on Facebook to engage with their community, promote products and services, and drive traffic to their websites. With fewer followers seeing their posts, the effectiveness of organic social media strategies has plummeted.
A survey by Buffer found that 43% of marketers reported a decline in Facebook’s organic reach in the past year. For small businesses with limited marketing budgets, this trend is particularly concerning. Without the financial resources to invest heavily in paid advertising, many small businesses find it challenging to maintain their visibility on the platform.
Case Study: A New Zealand Cafe
Consider the case of a small café in Auckland that has been using Facebook to attract local customers. In 2018, the café’s posts about daily specials, events, and promotions regularly reached hundreds of followers and generated significant engagement. By 2021, however, the café noticed a sharp decline in organic reach. Despite maintaining a consistent posting schedule and creating engaging content, their posts were reaching only a fraction of their previous audience.
The café owners decided to experiment with Facebook ads to boost their visibility. While this resulted in increased reach and engagement, the cost of maintaining a consistent advertising campaign quickly added up, straining their limited marketing budget. This experience is not unique and highlights the broader issue faced by small businesses trying to navigate Facebook’s evolving landscape.
Decreased ROI
The reduced visibility of organic posts has led to a significant decrease in the return on investment (ROI) for many businesses using Facebook for marketing. As organic reach declines, businesses are forced to spend more on ads to maintain their visibility, leading to increased marketing costs without guaranteed engagement.
