the fall of facebook's organic reach (and why it's okay)
DESCRIPTION
Has your business noticed a frustrating fall in organic reach on Facebook? You're not alone. But how bad is it, actually? This presentation will take a look at the numbers behind the fall in Facebook's organic reach, including the most recent stats. We'll also examine the one reason that Facebook is still worth investing time, energy (and yes, resources) into. Can you guess what it is?TRANSCRIPT
The Fall of Facebook’s Organic Reach
(and why it’s okay)W
10k
8k
6k
4k
2k
0
Disney BMW Intel Starbucks Mercedes HarleyDavidson
Ferrari
-77% -53% -31% -33% -61% -45%
May ‘13 May ‘14
Average engagement per post for the most engaging brands on Facebook
+48%
18%16%14%12%10%8%6%4%2%0%
Feb 2012 Sept 2013 Nov 2013 Dec 2013 Mar 2014
Facebook’s Organic ReachFeb 2012 - March 2014
16%
12.4%10.15%
7.83%6.51%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Oct ‘13 Nov Dec Jan ‘14 Feb
Facebook’s Organic Reach (by page size)Oct ‘13 - Feb ‘14
All PagesPages with 500k Likes or morePages with 100 - 500k LikesPages with less than 100k Likes
Facebook Status Update Reach ChangeReach/Fan between Jan 7 and Feb 4th, 2014
25%
20%
15%
10%
5%
0%
1/7 1/9 1/11 1/13 1/17 1/19 1/211/15 1/23 1/25 1/27 1/31 2/2 2/41/29
Jan 20th’s Algorithm Change
Why That’s all Okay...
Cost to Reach 1000 People with Facebook Ads(vs other ad platforms)
$32.00
$20.00
$8.00
$7.00
$2.75
$0.25
Newspaper
Magazine
Radio
Cable TV
Google AdWords
Facebook Ads
Facebook Ad Click-Through-Rates(Q3 2012 - Q3 2013)
.25%
.20%
.15%
.10%
.05%
.00%
07/1
208
/12
09/1
210
/12
11/1
212
/12
01/1
302
/13
03/1
304
/13
05/1
306
/13
07/1
308
/13
09/1
2
Q3 ‘12 Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13
Facebook Ads Overall CPC and CTRUS Q3, 2012 - Q3, 2013
Facebook CPC is down 40% Year-on-
Year
Facebook CTR is up 171% Year-on-Year
Every dollar spent on Facebook returned 2.74 dollars in additional sales.
That was 3.6x better than the ROI attributed to TV ads.
In all, 27% of incremental sales attributed to the
Christmas campaign came from Facebook, but only 2% of the cost.
A Case Study: Coca Cola Facebook Ads vs TV ads December 2013
Sources
● http://edgerankchecker.com/blog/tag/organic-reach/
● http://johnmuldoon.ie/2014/03/facebook-zero-organic-reach-on-facebook-to-join-dodo-dinosaur/
● http://venturebeat.com/2013/10/16/200-billion-facebook-ads-say-click-throughs-up-375-roi-at-152-study/#jp-carousel-838924
● http://adage.com/article/digital/facebook-roi-beat-tv-france/292055/
Thank you for viewing!
Wishpond
One Easy Tool for All of Your Online Marketing
create online ads, contests, landing pages & email automation campaigns
Did you like this presentation?
Check out blog.wishpond.com for more!