"Organic reach" is an expression introduced by Facebook in a 2012 blog post in which they finally admitted to companies that their posts were not being shown to all of the people who had “liked” them.

According to Facebook, the percentage of a company’s fans who would receive that company’s oh-so-important marketing messages was limited to only 16% of their fans on average [14].

Time Magazine disagreed and reported that it was only 6% [15].

Whatever it was, there was little doubt that it would slide further.

What this means is very simple: Want to reach more of your fans? Pay. And guess what? The lower the “natural”, or "organic" reach, the better Facebook’s stock price started to look [16].