More than 25 million small businesses use Facebook to engage with their customers. Now those businesses will likely have to pay money if they actually want their Facebook posts to be seen by anyone.
Facebook is about to—again—dramatically reduce the organic page reach of business posts, according to Gawker’s Valleywag. An anonymous source who is “professionally familiar with Facebook’s marketing strategy” told Valleywag that Facebook is in the process of slashing businesses’ organic (read: free) reach down to 1 to 2 percent.
In other words, businesses’ posts may only show up in 1 to 2 percent of their followers’ news feeds unless they pay Facebook money to promote them. The costs of promoting or “boosting” a post can range anywhere from a few bucks to hundreds of dollars depending on the size of the business and how many of their customers they want to target. Businesses can set a budget and timeframe for promoting each post and get analytics on how many people viewed and clicked on their posts.
Facebook warned back in December that it planned to reduce businesses’ organic reach, and by then, businesses were already seeing surprisingly large declines in the number of people seeing their posts.
The expected new decrease in businesses’ organic reach means Facebook may be trying to upend how businesses use and perceive it. Rather than the “free” marketing tool it was once touted as, now businesses will have to fork over some money if they want customers to see their posts.
Read more small-business news.
Photo: Getty Images