- While organic reach is on the decline, Facebook has continued to promote publishers' pages for free via mobile pushes under the heading "Get Interesting News."
- Brands are now catching on to this phenomenon and are using publishers to post native ads to the social platform.
- When publishers post a native ad from a brand sponsor, the Facebook algorithm doesn't treat it as an ad and the brand benefits by using the publishers' organic reach — something their brand pages are now missing.
The loophole that brands and publishers have discovered just goes to show that no matter how Facebook tried to force brands to buy advertising, there is always a way around the process. In this way, the digital world is still a bit of a Wild West. It'll be interesting to see how long this loophole stays open now that it has been exposed.