Back in 2012, most Facebook Pages saw around 16% reach. In early 2014, this dropped to 2%. Now, in 2018 even the most optimistic social media marketers expect 1% Unfortunately, the days of getting results from sharing impressive, well crafted content on your hotel’s Facebook page are over. If you aren’t paying, you aren’t playing. This is due to the ever dwindling rate of organic reach; the rate of “people you can reach for free on Facebook”. Similar to a Google search engine algorithm change, Facebook has, and continues to do the same with their newsfeed. Back in 2012, most Facebook Pages saw around 16% reach. In early 2014, this dropped to 2%. Now, in 2018 even the most optimistic social media marketers expect 1%, with seasoned realists happy with anything north of 0%, so how much time does your team spend on Facebook content for only 6 people to see it? For many hotels, branded content marketing has helped to slow their decline in organic reach, but the reality is, it’s only heading in one direction – and it’s not the one you want. Facebook’s network, which now includes Instagram, has become one where a requirement for any meaningful results is ad budget – if you want results, it’s going to cost you.
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