08 Feb Facebook Organic Reach is Not Dead; Super Bowl Ad Lessons | Social You Should Know
Facebook Organic Reach is Not Dead
Everyone knows that Facebook has completely eliminated organic reach for brand pages, right? Except that it’s not true, nor is it what Facebook has said they plan to do. Jon Loomer outlines the details on continued organic reach in this excellent post. And while the AgoraPulse data he cites is likely inflated by the types of pages included (versus large consumer brand pages), the larger point mirrors what we’re seeing in our client data. Organic reach is down, but performance rates for content still vary by quality. And we’re seeing brands that boost every post are suffering the biggest losses in reach. Be careful what you believe and how you react to it. It can cost you a lot of money.
Super Bowl Ads Were Generally Not Super Nor Social
The Salesforce blog called it “The Death of Engagement,” noting that many more ads didn’t include any call to action (not even a URL of any kind) than past years. And while Doritos continues to get huge attention by turning their commercials into a larger campaign, most are not. Here are my thoughts on the best and worst ads on our local NBC Affiliate. Bottom line: Too many brands thought they’d stand out with “sadvertising.” It was a general downer and not a way to generate positive brand sentiment. The Twitterati didn’t like it.
Some Super Bowl Innovation Got Through
Some innovative brands turned to Snapchat for their Super Bowl marketing, with Pitch Perfect 2 making history as the first advertiser to reference Snapchat in a TV ad. McDonald’s synchronized their ads on TV and Twitter with Snapchat content, and Mountain Dew made a big Snapchat push. That’s the positive. On the negative side of things, Coca-Cola tried an automated Tweet campaign (never, ever do this) which ended up (predictably) with the brand tweeting lines from Hitler’s Mein Kampf. This is why we can’t have nice things, Internet.
