More than 60 billion brands now have Facebook pages. Not so long ago, on average, 17% of a brand’s fan base saw its posts organically (meaning without paying to promote them). Now that number is hovering closer to 2% for many brands.
Facebook prioritizes relevant content, with the hope of providing the best user experience possible. Therefore, strong content will always be important, especially given how much noise there is from competing brands. But with 2% organic reach becoming the norm, paying to promote posts has become an absolute necessity.
Recognizing this decline on the horizon, Pilch & Barnet has been incorporating promoted posts into our clients Facebook advertising for years. With a modest budget, and careful moderation, the results of these ads speak for themselves, to the tune of several thousand engagements each quarter, along with strong and consistent reach among fans. And, the benefits keep multiplying, because the more engagement a page has, the more likely its posts are to show up organically in the future, at no extra cost!
We look forward to sharing your message with more potential visitors in 2019!