The Free-Marketing Gravy Train Is Over on Facebook

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Didn’t take them long

TIME

Facebook and its popular Pages platform have been a cornerstone of most companies’ social-media marketing strategies for years. But if the brands, organizations and celebrities that use Pages want to continue to reach Facebook’s 1.23 billion monthly users in the future, they’re going to have to pay up.

Over the past several months, Facebook has been reducing the organic reach of Pages. Even if a person Likes a company or organization on the social network, they’re unlikely to naturally see that Page’s content in their News Feed. In a recent study of more than 100 brand Pages, Ogilvy & Mather found that companies’ posts dropped from reaching 12% of their followers in October to just 6% by February. The tech blog Valleywag reports that Facebook is planning to dial reach down to 1% to 2% of followers eventually.

Facebook declined to comment on the percentage of fans that see posts…

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