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BBDO Study: 97% of brands continue to rely on Facebook´s organic reach
Manuela Walfenzao| 12 de septiembre de 2016
Cole: El alcance orgánico en Facebook está muerto
Facebook has told advertisers for years that they must invest money to magnify their exposure on the social network. A study from BBDO Worldwide says the vast majority of advertisers still resist paying to reach new audiences.97% of the top brands on Facebook still use the organic posting model as a social strategy. But the vast majority of advertisers still resist paying to reach new audiences, seriously limiting their exposure and failing to take full advantage of the platform” points out the study, titled About Face. The agency decided to embark on a study because many of their clients didn’t understand why their Facebook content wasn’t getting the reach they expected, and they decided to show brands the harsh reality of social networks and how to make the most of advertising on them.”Organic reach on Facebook is dead” said Julian Cole, Head of Communications Planning at BBDO. “The brands that understand and realize that this isn’t a free lunch will be the ones to succeed.”The agency resorted to the social media statistics provider, Socialbakers, to find the 100 brands with the most engagement on Facebook. They discovered that only 3% of these brands were paying to promote 80% of their content.John Osborn, President and CEO of BBDO New York, commented: “We have plenty of clients that are still doing organic posts on their Pages for users, but that’s not going to be the driver of the business moving forward. If you’re using Facebook as a driver of business, there’s a better way of doing it.”
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