Facebook has dramatically changed their algorithms over the last couple of weeks which affects reach. When someone signs up for our Humanwire page on Facebook, that’s a way of saying, “I want to see Humanwire posts”. But as you prob know by now, FB will not let that happen for the vast majority, and throttles organic posts and spread, favoring other content that is paid for. In fact, less than 5% of our page subscribers will see our posts. So in order to reach our own subscribers on Facebook, or potential new ones, we must pay.
Therefore, we use the “Boost” feature. This allows us to pay to reach our own audience. Up until two weeks ago, when we paid exactly $25, Facebook has allowed us to reach on average, between 2000 and 4000 people. This was the cost to reach our subscribers, friends of our subscribers, or new audiences. Now, as a result of the overnight change, for the same $25, we can only reach between 300-900.
In other words, we didn’t do anything different, but as a result of a sudden, overnight change, the new price to reach 2000 to 4000 people is $150, up from $25.
We were budgeting $25/day, already paying Facebook $750/mo. Now we would need to pay $4500/mo to do the same thing.
This behavior is what Google means when they say their motto is “Don’t be evil”. Facebook, according to Google’s motto, is a very evil company that does not care about their effect on the world when it comes to their own bottom line. Yet other large-scale companies like Tesla do care, and that care allows them to grow their bottom line.
Since the new going rate on Facebook is 6x, we’re going to take the opportunity to use our advertising budget to further develop other means of reaching people outside of the Facebook platform.
We’ll start by posting our updates here on our blog, and moving Facebook subscribers to email. If you are seeing this via Facebook (one of the few), please sign-up here: https://goo.gl/mjxTRa