After brands built this expensive house, and were ready to move in, Facebook barked, “Just kidding, those fans aren’t really yours; you need to rent them.” The organic reach of a brand’s content—percentage of posts from a brand received in a fan’s feed—fell from 100 percent to single digits. Now, if a brand wants to reach its community, it must advertise on—that is, pay—Facebook. This is similar to building a house and having the county inspector show up as you’re putting on the finishing touches. As she changes the locks she informs you, “You have to rent this from us.”
