Facebook Inc.’s January change to the formula it uses to determine what consumers see in their news feeds to limit how many users see a brand’s promotional messages, such as posts encouraging users to buy a product or install an app, contributed to a 35% drop in the number of consumers who saw brands’ organic posts in the first quarter, according to the Adobe Digital Index, which was released Wednesday.

While Adobe doesn’t disclose the percentage of consumers who see a typical organic post, a report from marketing and public relations firm Ogilvy & Mather last year found that for brands with more than 500,000 followers a single post will be seen by only 2.11% of followers.

“Facebook organic impressions are going the way of the buggy whip,” says Tamara Gaffney, principal analyst, Adobe Digital Index. “They’re not something that most marketers can make much out of.”

But that hasn’t stopped brands from trying. One way brands can get Facebook users to see their posts is to drive consumers to interact with them, which Facebook’s news feed algorithm uses as a sign that the post is worth presenting to other users. Marketers posted 31% more often to the platform than they did a year ago in an attempt to increase the likelihood that consumers will see some of their posts, Adobe finds.

Meanwhile, brands’ paid impressions rose 8% during the quarter.

Of the four main types of content a brand can share on Facebook—video, images, links and text—the only type that increased its interaction rate was links, which was the result of a third-quarter change Facebook made to its news feed algorithm.

“These results show just how much control Facebook has on its platform in terms of content that performs well and content that does not,” says Joe Martin, senior analyst, Adobe Digital Index. “Marketers who want to be successful on the platform need to be nimble in switching their strategies with every algorithm update.”

The report, based on data gathered from thousands of Adobe Systems Inc.‘s Adobe Social clients, finds that interaction rate—which measures the percentage of consumers who like, comment on, share or otherwise engage with brand posts—on Facebook posts fell to 4.1% from 4.6% in 2014’s first quarter.

The report also finds that paid search spending on Google dipped 1% during the quarter around the globe and 5% in the United States. The only international region where paid search spending on Google rose during the quarter was Asia-Pacific, where it increased 16%.

Meanwhile, Google Shopping ad spending jumped 37% during the first quarter.  

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