Brands are continuing to over-invest in content that almost nobody sees

Organic reach died years ago. Marketers just forgot to bury it.

It all started when Mark Zuckerberg pulled one of the greatest bait-and-switches in business history. He promised brands and agencies freedom from the confines of paid media, then completely changed the game’s rules.

It’s why he’s one of the wealthiest people in the world. It’s also why you’re not fully satisfied with your social media performance. You’re probably still clinging to the notion that your brand or client can get something for nothing through so-called “owned” media. But that’s always been a flawed mindset.

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