Paid Advertising on Social Networks: The New Reality

People new to the game of Facebook might get the impression that there’s no way to break into the social media scene due to the abysmal organic reach percentage. As a result, new businesses might be completely turned off, especially when they’re trying to get a handle on their finances and simply cannot afford to invest in paid advertising on the world’s largest social network. It hasn’t always been this way. Many companies who have been with Facebook from the creation of the Facebook Page grew their following without having to pay a single dime. This is because Facebook used to be free in every sense of the word: no advertising, no promoted posts, and certainly no paid apps! But as the network became more popular, more and more companies began using Facebook as one of the primary methods of reaching people directly, which led to all the paid marketing options. As these options rolled out, everyone began experiencing a huge decrease in organic reach, some dropping as low as 2.1%. Abysmal seems like an understatement with numbers like that!

Facebook isn’t the only one to make paid advertising and promoted posts their only options for increasing your reach. Twitter, renown for its hashtag system, also offers promoted tweets and ad options with a built-in analytics system. Pinterest rolled out their Promoted Pins, though only for select companies at the moment. Unlike Facebook, the latter two do not punish their users by reducing their organic reach. Their functions remain the same, while the paid options are an add-on. Of course, Facebook denies purposely reducing organic reach for monetary gains, stating that the new system by which the site ranks content was implemented to reduce spam. Yes, it does reduce spam, but no, it doesn’t prevent spam by any measure. The only thing it seems to do consistently well is stop non-paying Facebook Pages from reaching their customer base. One positive thing it does is punish those who try to cheat the game by buying fake Likes. The more fake Likes you have, the worse your organic reach will be. Not that it isn’t insanely bad already. It’s just a cherry on top.

So what can we do? Paid options are a part of the game now. New users and small companies will need to work extra hard to create quality content relevant to their potential followers in order to entice them to share. But not on Facebook. They frown on external links.

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