Dive Brief: 

• Last fall, Facebook finally admitted to brands in a sales deck that organic reach was dropping off, and  a new study from Social@Ogilvy lays out the details. 
• According to the study of 106 country-level brands, organic reach on Facebook has dropped from 12.05% in October to 6.15% in February — a 50% drop. 
• Some advertisers claim Facebook has suggested they envision a strategy where organic reach on the network is no longer possible. 

Dive Insight: 

While the amount of content posted on Facebook may be more than users can consume, it's disappointing to imagine a world where organic reach ceases to exist. Paying to be seen on social networks could put small businesses and startups at a clear disadvantage to firms that can afford to heavily advertise. A world without organic reach would ruin many of the biggest advantages — at least for the little guys — to marketing on the platform.