Facebook Engagement Drops: Effect on Nonprofits | Social Media TodayPosted: February 14, 2014
Organic reach is dropping on Facebook. But are promoted posts and paid advertising also ineffective?
2014 has been off to a good start for Facebook so far. Last week, it was announced that founder Mark Zuckerberg was the top philanthropist in 2013, having donated almost $1 billion. Their fourth-quarter earnings beat expectations, with revenue increasing from $1.59 billion to $2.59 billion. They even shook off a Princeton study that estimated usage would drop by 80% by 2017.
However, users (specifically brand marketers) are becoming increasingly vocal about the frustration they’re experiencing. Report after report shows that organic post visibility is dropping precipitously, forcing marketers to invest in paid advertisements and promoted posts. This is problematic for nonprofits and associations, whose budgets are already tight.
Now it seems that even those promoted posts may not be reaching the intended audience. A post from video blogger Derek Muller of Veritasium is making the rounds on social media with a damning study on Facebook’s advertising model. It’s well worth the 9 minute playtime:
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