- In a recent sales deck sent to partners last month, Facebook admits that organic distribution of posts is on the decline.
- The statement is quite different from a year ago, when agencies called Facebook out about their published posts being seen by fewer fans — something that Facebook claimed was the result of algorithm changes made to weed out spammy posts while denying claims they were intended to gain more ad revenue.
- In the slide deck, Facebook encourages marketers to consider paid distribution of posts "to maximize delivery of your message in news feed."
Facebook is walking a fine line with both marketers and users with these admissions. Claiming that changes to the algorithm are to help users see the most relevant posts and admitting a year later that they are also to encourage more paid distribution probably won't be well-received.