As a business owner, you’ve likely poured your energy into building your social team, finding the perfect filters, and vibing those captions just right. Why? Because you, just like everyone else, assumed that the larger your network, the more opportunity you’d have to gain exposure and develop the following of potential customers you need. After all of this hard work, are you seeing your engagement flatline or fall? It’s a common complaint, but there’s an explanation—and we can help.
Social networks are changing constantly, and organic reach has been declining since 2014, but that’s not because people aren’t using social networks—they are more than ever. In 2017, Facebook has seen a 20% drop in organic page reach. What does that mean? It means that even though Facebook’s one billion daily users are still sharing and liking posts, the volume of content has boomed, making it easier for your posts to get buried.
If the average user is exposed to around 1,500 stories each time they log onto Facebook (really active users might see up to 15,000 stories), then those posts all compete against one another for a user’s attention. Facebook’s algorithm (like many social networks) helps filter which posts actually get seen, using countless factors. So, how do you ensure your posts win the day?
This graph shows the most recent dip in organic engagement:
You still need to approach your social strategy with organic traffic in mind, but you simply can’t ignore paid social anymore. A consistent social strategy using content that is diverse and compelling will keep users engaged with your brand, while a paid strategy ensures that your brand is actually seen, by exposing your posts to the audience you’re after.
Here are a few examples of paid social posts that we’ve created:
With a limited timeframe and budget, we created this ad for the Center for Women’s Leadership’s annual Power Lunch—it was viewed by nearly 9,500 people and garnered 253 clicks, 243 reactions, 15 shares, 18 page likes, and at least two direct ticket sales with a spend of $300. We achieved success with this campaign by hyper-targeting the audience and using thoughtful and varied creative.
With a $1,500 monthly spend for this clothing company's Facebook ads, we’ve seen 9,000 impressions per month and 95 sales per month, with returns hovering around $5,300.
Creating a branding campaign for Stahl Firepit, we targeted Facebook video ads to friends of Stahl’s current followers and purchasers. With a mere $75 spend, we reached close to 3,000 people and gained 400 video views, which amounted to just $0.22 per video view.
First, consider the following when you approach paid social: