Facebook Organic Reach is dead… and that’s okay.

In this episode of Web Profits TV, Alex talks about the rapid decline of Facebook Organic Reach, why he thinks that’s a good thing, and what you should focus on instead.


Hey, this is Alex Cleanthous, Chief Innovation Officer at Web Profits, and today I’ll be talking about the rapid decline of Facebook Organic Reach… and why I believe that’s a good thing.

Now for those of you who don’t know me, I have a stutter and it comes out when I get excited, and this stuff is exciting… so let’s get into it.

I know that Facebook’s move to kill organic reach has angered a lot of business owners. But I’m not here to argue whether what Facebook has done is ethical or not… because I don’t really care.

Things change all the time, and nothing changes faster than social media and online marketing.

What I think is far more important is how we adapt to change. And whether what Facebook has done is ethical or not, it’s happened, and we now need to adapt.

Personally I’m happy that Facebook has killed organic reach because it’s forcing businesses to be a lot more sophisticated in how they market on Facebook… and that’s created a lot of opportunity.

Personally, I’m more excited about Facebook and its ad platform that I’ve ever been, even when organic reach was high.

Now, based on my last few episodes of Web Profits TV, pushing Facebook Ads so hard, you might think that Facebook is sponsoring us or something :)

Well they’re not.

I just know how powerful Facebook Ads can be for any business, if you have the right approach.

But let’s step back a second to Facebook Organic Reach.

If you’re a business that markets on Facebook, you need to let go of organic reach. If you can get it great, but it shouldn’t be your focus – if history is anything to go by, we can assume that Facebook will continually drive organic reach down to zero and make it a pay-to-play game for businesses.

And if you’re a business that wants to maintain a steady growth trajectory, you need to be able to spend money on advertising and make a profit… you can’t just rely on ‘free’ traffic.

In my opinion, I think what Facebook is doing is a good thing. Not only for users, but also for businesses – because if a business is forced to pay to get a post in front of their audience, then they’re really going to make sure it’s damn good, and that’s good for everyone.

It also means that the businesses that produce the best content, and know how to best leverage it using Facebook Ads, will win. And right now, there aren’t too many businesses that know how to do this effectively… although I’m certain that will change.

We still have clients who ask us how to maximise organic reach, and it’s a good question. But a better question is to ask ‘how much is it actually worth, in advertising dollar equivalent, to reach the same amount of people as you would organically?’ It’s really not that much.

But the difference you’ll see in advertising a post using Facebook Ads is significant. I’m talking 10x to 100x organic reach, often for less than a couple of hundred dollars.

Now when I say something like that, the first thing I often hear is ‘that sounds expensive for promoting content’ – and it is… unless you have a strategy that is designed to convert people who read that content into email subscribers, leads and sales – but I’ll cover that in another episode.

Facebook Organic Reach is nearly dead. My advice is not to focus on it at all, and instead start using Facebook Ads to promote your very best content.

Facebook Ads are here to stay, and Facebook Organic Reach is dying. If you’re serious about leveraging the biggest social network in the world (and you should be) then you need to get comfortable using Facebook Ads. And remember, they’re awesome.

At Web Profits we’re on a mission to change the way business is done online. To find out more about some of our latest initiatives get in touch at webprofits.com.au

I’d love to hear what you think, so if you have any thoughts at all, please post them in the comment section below this video. And if you like what you heard, do us a favour and share this video. We love word-of-mouth.

Talk soon.

Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.


  1. Daniel says:

    I’m going to noob it up and ask. What is organic reach? Are you referring to people who have liked/following your page?

    September 2nd, 2015 at 9:35 am

  2. Alex Cleanthous says:

    Hey Daniel. Organic Reach is how many of your Fans see your posts in their Newsfeed, without you spending money advertising it (ie free).

    September 2nd, 2015 at 9:40 am

  3. Torsten says:

    Hmm, that office space looks very familiar. Is that your Sydney office by any chance? Greets from Brisbane

    September 2nd, 2015 at 11:17 am

  4. Melinda says:

    I always thought it was naive of people to think that facebook wouldn’t monetize the way businesses use facebook.

    An unfortunate consequence is that does make it harder for people who are starting from scratch with little to no business experience and absolutely no money to get traction.

    But this has always been the way of the world and it has now arrived online.

    September 2nd, 2015 at 11:32 am

  5. Josh says:

    Just some friendly presentation feedback: try and sound less scripted :)

    September 2nd, 2015 at 12:10 pm

  6. Josh says:

    Great video nonetheless!

    September 2nd, 2015 at 12:11 pm

  7. Adam Hobson says:

    Really good. Along with Google organic reach these juggernauts are geared to maximise share holder profit. Love your work.

    September 2nd, 2015 at 1:17 pm

  8. Cameron outridge says:

    Hi Alex, do you reckon “any business” can advertise on facebook paid. Or do you think some businesses, that aren’t especially “sexy” would struggle. Im thinking accountants etc. would struggle … whereas industries that had more natural appeal would do ok. Or has that changed a bit with paid focus.

    September 3rd, 2015 at 9:26 am

  9. Alex Cleanthous says:

    Cameron, there are certainly businesses that are more suited to Facebook than others, but with Facebook’s Custom Audiences, Lookalike Audiences and Remarketing Audiences, nearly any business can advertise effectively on Facebook.

    September 3rd, 2015 at 2:14 pm

  10. Brian Pelerman says:

    Would Facebook help market our carts and if so, can our exposure be limited to Australia and New Zealand?

    September 14th, 2015 at 9:06 am

  11. Alex Cleanthous says:

    Yes, Facebook Ads can be used to market nearly any product or service, and can be limited to specific geographic locations.

    September 14th, 2015 at 9:11 am