This week it emerged via AdAge that Facebook are changing the way non-paid engagement works, effectively increasing the price of reach. How? By reducing the reach of unpaid posts in order to encourage brands to put more budget behind paid Facebook media.
Whatever we may think of this move, effectively it will lead to an increased scrutiny on Facebook content. Clients are not going to accept a decline in reach and aren’t going to hurry to empty the coffers to pay for it (not initially anyway).