‘To connect’ will cost, thanks to Facebook’s new rules

Businesses will have to buy advertising to reach their audience, in what critics claim is a cynical move by the social network, writes Colette Sexton

24th December, 2014
Ali Gibbons, marketing manager, Innocent Picture: Feargal Ward

Facebook has a new policy. If marketers want to reach their audiences on its network, they will have to buy an advertisement. From January, fewer posts by business pages will appear in newsfeeds.

There are more than 30 million active Facebook pages, representing everything from large multinational companies to local bricks-and-mortar businesses. In the past 28 days, 1.5 million of them advertised with Facebook, but the social network still wants more.

The move has generated a considerable degree...

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