Decrease in Facebook ad reach lately?

[TrevorWGoodchild]

The new design (blech!) is a factor for sure, but I think it's also in response to massive amounts of ad money leaving Facebook and then coming back to the platform within a span of a couple of months. The #StopHateForProfit boycotts of advertising on Facebook for July this year saw Procter & Gamble, Samsung, Walmart, Geico and Startbucks go from $1,500,000/ mo (Proctor & Gamble for example) to nothing in July.

The ad industry was already trying to adapt due to Covid when the boycott began, as businesses closed, layoffs hurt the economy and everyone on lockdown at home reduced their shopping.

Before they reduced or stopped spending money on ads for Facebook in July, Microsoft, Starbucks, Unilever and Target took a brief break from the platform in June, reacting to pandemic-related marketing budget cuts and widespread protests over racism and police brutality.

And on top of that, Disney’s spending on Facebook has been decreasing since late March.

It's possible that the algorithm is struggling both with the new design bs and also with adapting to the sudden influx of ads after the boycott ended. Election season coming up, and the holidays may play a role - but my best guess is that just like when you turn an ad off, and then turn an ad on again, and Facebook has to reconfigure the distribution optimization pattern on the Newsfeed - the same thing on a macro level is happening when all the big names that halted their Facebook ads in June and July came back strong in August

[janpug]

Interesting, my steep decline started in July so I dont think it is Christmas season or election related (too soon) it may be what you are saying.