Artists are noticing that they're just aren't reaching their fans anymore. That's the word from many industry marketers who are losing faith in Facebook's ability to deliver a meaningful and cost-effective way to reach the very fans artists bought to FB in the first place.
Over the past few months and notably since the Cambridge Analytica scandal which saw data of millions of users being harvested, Facebook has scaled back on the number of Facebook Page posts being seen by users in favor of users actually seeing their friends posts, which is the point of Facebook right?
The effect of this tightening in “promoted” Page posts is artist Pages are seeing less and less organic traffic to this page and fewer Likes and Shares of their content.
What's worrying here is for artists is the cost to reach their fanbase is increasing to such a degree that they are being outpriced by normal businesses whos end product isn't (usually) content itself.
“We can no longer simply rely on Facebook to reach fans.” said Steve Guest of artist PR and Marketing company GuestyPR. “The budget we are working with simply can't bring the engagement needed anymore.”
Reach, a vague measurement that Facebook applies to its advertising metric is now lower than 1% in many cases, meaning artists can only get their message over to 1% of their followers without paying Facebook each time.
Artists need to find new ways to reach fans without paying over and over for the same engagement.
“Fan data should not belong to Facebook. They are using it to benefit themselves. Not the artists on the platform. The sooner artists realize the only thing they should be doing is getting fans out of Facebook, the better” said Fan Engagement specialist Kevin Brown of GigRev.
There is growing resentment towards social networks not only from artists but from general users, who are beginning to lose faith in privacy and how their data is handled.
Simon Fuller of XIX Entertainment, manager of Victoria Beckham, Claudia Schiffer, Annie Lennox, The Spice Girls and owner of American Idol said recently;
“We’re all in awe of incredible, vast platforms but I’m not sure they can get any bigger. There’s only one way tech will go – which is small. [There are] 7 billion people on the planet but you only need a few hundred thousand to be passionate from an artistic point of view.”
He also hinted that direct to fan marketing and not relying on platforms such as Facebook and even Spotify is a direction he will take, with his new partnership with SAP.