Organic Reach for Facebook Influencer Content Drops 23%, Here's What to Do About It
A combination of creativity, professionally-vetted creators, and a sound paid media strategy will deliver results in your influencer marketing campaigns, regardless of Facebook and other platforms’ decreasing organic reach.
“You can’t depend on organic reach, but you can make engaging creative content,” said WHOSAY CEO, Steve Ellis. “The content makes the difference; it will optimize every other part of what you do, including paid distribution.”
Creators, brands, and marketers have been grappling with social platforms’ incredibly shrinking organic reach for the last few years. Most recently, WHOSAY examined data from fifty influencer campaigns across a variety of categories and found that organic reach for Facebook influencer content dropped an average of 23% over the past year.
Furthermore, Facebook reach declined across all of influencer talent levels to lowest for creators with more than 5 million followers at 4.2%, followed by those with between 2.5 million and 5 million at 4.4%. Conversely, reach was 5.6% for influencers with 1 million to 2 million followers, 6.5% for those with 200,000 to 1 million and 7.5% for those with fewer than 200,000.
The silver lining? Our latest study might help dispel influencer marketing’s old age notion that more followers equate to a better choice, helping brand and marketers focus their efforts on who is the right partner creator for their campaign, based on creativity and brand affinity as opposed to the sheer number of their audience.
“The industry is finally past the ‘post a selfie with the product in the background and hope it goes viral’ phase,” said WHOSAY CMO, Paul Kontonis. He added that the professionalization of influencer marketing provides a new kind of reach, with campaigns potentially delivering results beyond social alone. “Now, an influencer marketing campaign can be the basis for a linear TV ad, as opposed to the other way around.”
These shifts have led to changes of paradigm in the still young but quickly evolving industry. According to a recent report by the World Federation of Advertisers, cited by Marketing Dive, 96% of surveyed multinational brands mention "quality of followers" as their most important criteria when selecting influencer partners.
And quality is not just a matter of working with creators with real followers as opposed to fake ones. Authenticity, empathy, and reliability are some of the qualities brands, and marketers should consider if they’re going to create and distribute branded campaigns that deliver results. “The safest and most reliable way to reduce exposure, minimize headaches, avoid fake followers, and maximize ROI is by partnering with professionally vetted influencers,” added Kontonis.
Header image credit: Glenn Carrie