As organic reach declines, and ad options become more robust, more pressure is being put on brands to invest in paid content on Facebook. As with anything in life, there are positives and negatives to organic reach suffering and paid ads becoming necessary–and it’s complicated.
Lets take a look at some of the major pros and cons of advertising on the social network.
Due to both the decreased lifespan of a social post and the limits placed on visibility by Facebook’s algorithm, brand messages are seen by a maximum of 8% of a brand’s fan base (in the coming months, that number will be closer to 2%). Eeeek! No one wants to pay money for exposure they used to get for free.
+ Compared to traditional forms of advertising (television, print, etc.) Facebook advertising is extremely cost-effective. They have a minimum spend of just $1 per day and boast the lowest cost per 1,000 impressions in ad history (around $0.25 per 1,000 impressions… only 1% of TV ad cost).
+ Facebook is prioritizing personal news in users’ streams over click-inducing viral content or unpaid messages from brands with lots of fans. This might not seem like a win for brands, but it is: when users feel bombarded by advertisements, they are less likely to engage with them. By maintaining a pleasurable Facebook experience for users, Facebook is also maintaining a space for effective marketing, and that’s something that all brands can get behind.
Source: http://simplymeasured.com/blog/facebook-ads-the-pros-cons/#sm.00035ncvdd1fdo610uc1tuhz4m1x3
