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Facebook Closes Reach Generator

Remember Facebook reach generator? It launched in February?

Yeah. I didn’t either.

Reach generator was launched as an advertising program that was intended to help Facebook users get more eyes onto their posts particularly for those using Facebook for marketing purposes.

Generally when you post something on Facebook, only about 16% of “fans” would see the post; the Reach Generator was designed to increase that to 50% to 75% of fans that had liked a page.

Sadly but not surprisingly Facebook has pulled the plug.

According to All Things Facebook, a spokesperson said the following about ending Reach Generator:

We are simplifying our offerings for advertisers, who can now achieve reach goals through promoted posts, a recently launched product that gives businesses the increased flexibility to hand-select and boost posts in the news feed.

Advertising Week mentions that Promoted Posts is only available to already established advertisers.

Promoted Posts is only available through Facebook’s self-serve ad platform, so an advertiser like Coca-Cola would have to set its own promoted posts. But Facebook ad partners like Optimal and TBG Digital that buy ads on advertisers’ behalf have created workarounds. For example, Optimal works with social media marketing software company Vitrue so that when marketers create their organic Facebook posts within Vitrue’s platform, they can also opt to promote that post. Whether or not Facebook will open up Promoted Posts so that its ad partners don’t need to create such a workaround remains to be seen, but TBG Digital CEO Simon Mansell said at the least Reach Generator’s demise means one less product Facebook’s sales team need to pitch advertisers on.

Personally, I’m all for anything that reduces the number of ads I see on a regular basis, but I know some folks had used the Reach Generator very successfully. What about you? Will you miss it?

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