Just saw an interesting post from a major cosmetics manufacturer:
"An audit of our social content and strategy demonstrated that on average, only 6% of our followers are serviced with our content in their newsfeed because we don’t pay to play. "
...they have millions of followers on Facebook etc, but almost no one sees their posts.
Their response is to try promoting their own websites instead of ad-based third parties'.
(Article name is a coincidence!)