The reaction indicates that advertisers finally understand what Facebook struggled to communicate two years ago. "They're not looking at organic reach on Facebook as a significant way of reaching people." Most clients I've spoken to about it weren't that surprised either," said MEC North America Head of Social Noah Mallin. There was no surprise, no disappointment, no panic," said 360i VP-Social Matthew Wurst. Everybody was pretty calm about it," said Peter Fasano, senior VP at ģ60i received a heads-up from Facebook a day or two before the news hit and prepared a memo for clients that explained the change and assured them that the sky wasn't falling. But instead of screaming bloody murder like it did two years ago when the first studies showed brands' organic reach was shrinking, this time Madison Avenue's collective reaction was cool. It was the latest in a string of moves by the social network to reduce the advertorial cutter in its users' news feeds. ![]() Late last Friday Facebook announced that next year it will begin cutting the reach of brands' unpaid posts deemed too promotional. ![]() ![]() The third time - last week - it was whatever. The second time, it was shame on marketers for still posting stuff people thought was spammy. To paraphrase a cliche: The first time Facebook trimmed marketers' organic reach, it was shame on Facebook for not alerting brands that the content bar had been raised.
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