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Why is organic reach declining?
There are two main reasons.
The first reason involves a simple fact: More and more content is being created and shared every day. Youíve probably felt this change yourself. Just a few years ago, sharing important moments and experiences, articles youíve read, and photos and videos of your loved ones was a relatively labor-intensive process. Today, thanks to devices like smartphones, many people can share this content with just a few swipes of the finger or taps of a button.
There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a personís News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.
As a result, competition in News Feed ó the place on Facebook where people view content from their family and friends, as well as businesses ó is increasing, and itís becoming harder for any story to gain exposure in News Feed. In addition to the growth in content, people are also liking more Pages. Facebookís director of product management for News Feed told TechCrunch this April the total number of Pages liked by the typical Facebook user grew more than 50% last year. With each new Page like, competition in News Feed increases even further.
Is organic reach dropping because Facebook is trying to make more money?
No. Our goal is always to provide the best experience for the people that use Facebook. We believe that delivering the best experiences for people also benefits the businesses that use Facebook. If people are more active and engaged with stories that appear in News Feed, they are also more likely to be active and engaged with content from businesses.
The second reason involves how News Feed works. Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content thatís most relevant to them. Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person.