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Declining Facebook reach squeezes publishers’ branded-content business

February 22, 2018 / Max Willens

The decline of organic reach on Facebook is affecting publishers’ branded-content studios, too. Over the past six months, the amount of money publishers spent to distribute branded content on Facebook has risen dramatically, according to Keywee, a content marketing tool. In the fourth quarter of 2017, spending on branded-content distribution leapt 159 percent year over year. Spending grew 231 percent year over year in the prior quarter, according to Keywee. The company wouldn’t share raw dollar figures associated with the increases. To some extent, that uptick was driven by growth in branded content, with more content studios producing more campaigns that require more paid distribution.