If you run a Facebook page for yourself or your business and you take the time to monitor the analytics, you’ve probably noticed a trend: the reach of your posts has been heading downward. Your efforts on Facebook are getting back less bang for your buck.
Maybe you’ve recently received a notice from Facebook, which offered to sell you ads to increase your reach. So rather than reach people who chose to Like your page and opted in to see your content in their News Feeds, Facebook is offering you the chance to pay for what you got for free before.
Any way you look at it, this is a classic “moving the goal posts” move by Facebook. Admittedly, they have very real audience size considerations: millions of businesses have Pages in their system, trying to reach over a billion users. Not all of those businesses can get 100% reach across all of their followers’ News Feeds without crowding out more personal connections. That’s a real problem.
But there is also this reality: Facebook is an ad-driven company that makes its money selling ads based on information users feed into the system. Facebook is not in business to help you if helping you costs them. It makes business sense for them to charge other businesses for access to a wider user base, especially after years of better access created a dependency. It’s their pipes you’re using, right?
Facebook isn’t the only platform that is changing the rules of the game. All third party tools are now or will be doing this. Like Facebook, they are not in business for you.
This is only a real problem if you’ve developed too much of a dependency on these services.
A parallel in the real world might be this: your industry has a trade show every year that everybody goes to. Vendors and customers flock to it. It’s a huge competition for eyeballs and if you handle your presence there right, your sales do really well as a result.
If you were to consider that your only chance to reach your customers or maintain sales, however, you would be missing out on opportunities the rest of the year. And if the trade show ever changes the bar for entry, your business would suffer.
It’s the same with Facebook, Twitter, Google+ or any of the other social media platforms. If you’re relying too much on them, you make yourself vulnerable to business decision they make, rather than dependent on decisions you make.
To carry the illustration forward, you can go to multiple trade shows or use multiple third party platforms. But you can’t forego the tradition sales and marketing techniques, and stop hitting the pavement. That’s where the meat is. That’s where the longevity and stability of your business lies.
In the web sphere, this means putting the focus on your own website and on your own publishing. Use those other tools, but don’t rely on them. Make your website great and use the full array of tools available to you to increase the reach of your business through platforms you own.
Facebook’s audience size problem can feel like it cuts both ways. At over a billion users, it’s easy to think they’ve got the whole internet covered. And to be sure, that’s a conversation you want to be a part of. It’s just not the only conversation. It can be intimidating to be faced with getting lost in the wider ocean of the internet with a focus on your own, owned platforms,
But as long as you go after your customers like you always used to, you’ll be okay.
We spend our lives immersed in advertising, indirectly or directly applied. From the branded clothes we wear and the badged cars we drive to the commercials we wish we could skip while watching live TV and the blinking banners we try to block in our web browsers, we’re confronted with consumer choices presented by advertisers and brands pretty much constantly.
For businesses, finding the balance between tastefully promoting a product or service and overselling it has been a challenge met with varying degrees of success. You can probably think of examples from either end of the spectrum.
For consumers, the line between tasteful, acceptable promotion and annoying overselling can depend on personal limits, but in general, the preference is to learn about a company’s offerings in the least obtrusive way possible.
The accommodation of that consumer preference is behind what is paradoxically one of the most intrusive and worrying advertising trends on the web: native advertising.
Also called “sponsored content”, native advertising is mostly seen on content-driven websites like The New York Times, Buzzfeed, The Atlantic and other sites where journalism is practiced in one form or another. Native ads are pieces of content that mostly appear at a glance to be articles produced by the host site, but in reality are either ads directly produced by an advertiser or ads produced on behalf of an advertiser by writers employed by the host site.
How these pieces are called out as distinct from actual content varies, but the idea behind this mode of advertising is to keep it unobtrusive and maintain the reader’s experience. That’s because declining revenues from traditional online advertising have demonstrated a failure of the more obvious ad display options. Users either ignore or block text and banner ads. Advertisers know this and rates go down as a result, which put the long-term viability of online ad-supported publishing in doubt, especially for sites that don’t have an effective paywall in place.
So some sites have turned to native advertising. These ads offer advertisers a way to get in under consumers’ radars, which have been tuned to ignore previous display ads. This increased reach means higher rates, which in theory means a better long-term outlook for these content-driven websites.
What these sites end up with, however, is a muddied user experience. They are risking the dilution of their own brand by incorporating advertiser content in this way. Think of it like this: would you trust your doctor’s recommendation more or less if you knew for fact she had financial motivation to suggest a given drug?
As consumers become more aware of these types of ads and start to learn to screen them out like they have the prior models, the pressure will be on the host sites to reduce the distinction between their content and their advertisers. It’s possible to follow such a trajectory down to a point where ad content is virtually indistinguishable from host site content (who reads bylines any more, right?). That would put all of the host site’s content in doubt.
Not all websites on the native content track will stick it out to that eventuality, but those that do will have bought themselves a few more years of viability at the cost of the relationship of trust they had with their own readers.
This is a game of whack-a-mole that advertisers and websites will have a hard time winning. Users will eventually recognize the signs and force a pivot to a new method of advertising that may hit the scene after trust has already been broken, making it too late for the host site. Traditional ad support for content-driven sites looks like a race to the bottom.
The revenue problem content-driven sites face is real, especially for journalism sites — as the stats show. Content production is expensive and time-consuming, but the expectation has been set by years of the open internet that content wants to be free. Native advertising is just one of the many models these sites are turning to in an attempt to staunch the wound, but it seems like a contaminated bandage if it comes at the cost of your own brand identity.
When I had more time to write my own content-driven website, a blog about the Detroit Red Wings, I accepted text ads in the sidebar. But I refused offers from advertisers that demanded I post their content or include their ads in the main content area of my site. I did that because I felt I had built a trust with my readers over the years. To inject content I couldn’t stand behind in the same place as content I had labored over felt like betrayal of that trust.
I had the privilege of doing that as a hobby and never had to rely on revenue from that site to make a living or to employ other writers. So I don’t envy the choice faced by executives at places like The New York Times, who are tasked with the long-term survival of their company. But I know there has to be another way — a way that doesn’t spite their nose to save their face.