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The REAL Cost of Facebook Paid Reach

Despite Facebook’s increasing revenue (this week’s half-hour outage “only” cost the company $500,000), many in marketing are a bit bearish on the company’s futures in terms of its true value in dollars, cents and eyeballs.

The primary complaint, of course, concerns the demonstrable decline of organic reach. Facebook finally addressed the issue after six months of complaints, but product marketing leader Brian Boland’s response pleased exactly no one that we know.

Facebook still claims that its primary goal is to improve user experience, not profit margin…but new data from our friends at digital agency Flightpath indicates otherwise.

It’s not just organic: the agency’s clients noted a recent decline in the reach of their paid posts, and Flightpath turned the data into an infographic.

Facebook paid reach

As you can see, the price of pay-to-play has more than doubled over just six months.

We can’t be sure if all agency clients have seen the same trends, but we’re very curious. Those numbers are scarier than two dozen smiling Zuckerbergs staring us down.

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