Having worked in the digital space for almost a decade now, Facebook as a platform has always been our favourite. The reason being the sheer beauty of the platform that lets brands and businesses connect with people, create incredible success stories and also impact lives at large. Even today when brands debate with us over selection of social platforms, we often see ourselves sticking to one pet line – “You simply cannot ignore Facebook!”
As much as we love the platform, we are finding it difficult to justify why a brand should consider it as their first or their only option. For the last couple of months, there has been a huge change in Facebook algorithm resulting in reduced organic reach and increased cost per likes for page promotion. On an average a post on a brand’s page reaches out to only 2.6% of its audience. This is the reason why you do not get to see about 1500 stories on your Facebook timeline every time you login. The Facebook algorithm chooses to show only the most relevant stories.
We compared the organic reach for two of our brands from July 2015 to December 2015. We divided it further as quarter 1 – July, August, September and quarter 2 as October, November, December. The results almost had us falling off our chairs!
For a cosmetic brand, the organic reach saw a drop of 7% from quarter 1 to quarter 2 and for a smart phone brand, the organic reach crippled down by 27%.
This dramatic reduction occurred even with world-class content and creatives, appropriate targeting for advertisements and monthly campaigns that were termed as ‘great inspiration’ by the digital fraternity.
The question is – What we do next? Do we advice the brands to pump in more money on Facebook ads? Do we ask them to suddenly shift gears and treat Facebook as a secondary channel? It is starting to get difficult for agencies across the board and of course for the brands too.
While we grapple with these questions, there is an immediate need for brands to figure out innovative ways to increase their organic impressions inorganically. Our answer in this frame is – ‘Shared Media’.
SHARED MEDIA – The share of voice generated by getting your employees, distributors, franchises, friends and family to share and promote your digital message.”
With shared media, this is how we envision the digital strategy for any brand.
The impact it creates is as follows:
Yes, it is unfair for brands having to struggle with visibility and interaction even with the best of content. And yes, we would still recommend our pet line for every brand and businesses that asks us what platform should they choose. The only reason being Shared Media.
With shared media, a brand can multiply its Share of Voice (SOV) on digital platforms by 10x. This is because Facebook users have an edge over Facebook Pages in terms of organic post reach which can be used to ensure brand’s increased visibility. All that the brands need to do is convert their existing stakeholders into their digital brand ambassadors.
Do let us know your thoughts on this in the comments below.
PS: To know more about shared media, visit www.efluencr.com