For a long time, the music industry was on to a good thing with Facebook. The social media giant clamoured after artists knowing that those artists would bring huge fan bases along with them. Facebook offered a more interactive, shareable, and exciting method of connection than anything before it. And thanks to the music industry being early adopters and innovators on the platform – they were there early enough to enjoy reaching all of their fans without paying to boost posts.

Happy days forever right? Not quite.

Fundamentally, Facebook cares about their business – not your band, label, or artist. Organic reach (the number of your followers reached without paying to boost a post) is inversely related to profitability: the less free reach Facebook provides, the more paid posts they secure.

The music industry spent years, countless hours, and endless budgets building up fan bases on Facebook, naively assuming the free reach would continue. It didn’t, and there was an uproar when this started to change. Turns out they forgot Facebook was a business. One that needed to prove to Wall Street they could turn all of those users into bottom line profit. The music industry made a tragic mistake in trusting that Facebook activity would always be free. It was their fault, and they’re literally still paying for it.