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Contently – 4 Ways Brands Can Battle Facebook’s Fast-Decreasing Organic Reach





June 19, 2014

By Herbert Lui

Brands are freaking out about the rapidly decreasing organic reach of their Facebook posts, and you can’t blame them. According to a recent study conducted by Simply Measured, the total engagement for the top 10 brands on Facebook is down over 40 percent—even as total posts are up 20 percent. Per-post engagement is down more than 50 percent.

And as Contently Editor-in-Chief Joe Lazauskas wrote last week, “These numbers are even more striking when you consider engagement is significantly down even though brands are almost certainly spending more money to promote their posts to combat plummeting organic reach. Facebook’s ad revenue reached $2.27 billion in Q1 2014, up 82 percent from Q1 2013.”

To reach the same engagement, brands will likely need to spend even more. But is it worth it—especially when you consider that Facebook may shake down brands even more in the future?

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