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Facebook Organic Reach is Not Dead; Super Bowl Ad Lessons | Social You Should Know

Facebook Organic Reach is Not Dead

Everyone knows that Facebook has completely eliminated organic reach for brand pages, right? Except that it’s not true, nor is it what Facebook has said they plan to do. Jon Loomer outlines the details on continued organic reach in this excellent post. And while the AgoraPulse data he cites is likely inflated by the types of pages included (versus large consumer brand pages), the larger point mirrors what we’re seeing in our client data. Organic reach is down, but performance rates for content still vary by quality. And we’re seeing brands that boost every post are suffering the biggest losses in reach. Be careful what you believe and how you react to it. It can cost you a lot of money.

Super Bowl Ads Were Generally Not Super Nor Social

The Salesforce blog called it “The Death of Engagement,” noting that many more ads didn’t include any call to action (not even a URL of any kind) than past years. And while Doritos continues to get huge attention by turning their commercials into a larger campaign, most are not. Here are my thoughts on the best and worst ads on our local NBC Affiliate. Bottom line: Too many brands thought they’d stand out with “sadvertising.” It was a general downer and not a way to generate positive brand sentiment. The Twitterati didn’t like it.

Some Super Bowl Innovation Got Through

Some innovative brands turned to Snapchat for their Super Bowl marketing, with Pitch Perfect 2 making history as the first advertiser to reference Snapchat in a TV ad. McDonald’s synchronized their ads on TV and Twitter with Snapchat content, and Mountain Dew made a big Snapchat push. That’s the positive. On the negative side of things, Coca-Cola tried an automated Tweet campaign (never, ever do this) which ended up (predictably) with the brand tweeting lines from Hitler’s Mein Kampf. This is why we can’t have nice things, Internet.

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2 Comments
  • James Hughes
    Posted at 01:26h, 09 February

    Hi Jim!
    This is some great insight on marketing and online marketers can really be inspired by big brands utilizing different methods. I will surely take your advice on-board. Thanks for sharing!
    Regards.

  • Robert Brooks
    Posted at 05:50h, 10 February

    Nice post, Jim.

    I am also growing a little tired of the rhetoric around Facebook pages and there alleged ineffectiveness. It’s very easy to jump on the “Facebook-eliminated-organic” bandwagon, and berate them for taking away the ability to engage with fans and customers.

    My personal experience with FB pages since the various algorithm changes has been slightly ambiguous, which leads me to believe that a post’s success is largely down to the content, but also fan knowledge.

    I think FB has made the right decision in terms of demanding better quality from page admins. We are all guilty of following the path of least resistance from time to time, and that has a direct bearing on the quality of posts.

    However, in addition to the quality of the content we post, FB admins need to have a deep understanding of their fans/customers, AND keep a keen eye on the sector in which they operate.

    Basically, we need to invest in our brand messages and subsequently in the people who give up their time to read and interact with them.

    In my opinion, Facebook is not (for the time being at least) reducing organic reach to absolute zero, rather it is pushing admins and brands to work harder for their reach and engagement – and that can only be a good thing for content marketing!

    Thanks,
    Rob

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