Social media is no longer just about building communities and interacting but has emerged as a core business strategy and critical channel for customer acquisition. However, with organtic reach declining, companies are quickly realizing new tactics and strategies require significant investments. In 2017, social media ad spend is projected to top $41 billion dollars.
In Facebook’s Q1 2016 earnings call, CEO Mark Zuckerberg said that users, on average, are spending more than 50 minutes each day across its suite of apps. Doesn’t it make sense to put your marketing budget where consumers are spending their time? Here is where the debate begins: Is paid social the only way forward for brands, or is there also a role for organic strategies in 2017 and beyond?
Whichever position you take on the debate, it’s clear that organic reach on leading networks is in decline. Amazingly, over one-million pieces of content are shared on Facebook every minute; yet, the average user misses over 70 percent of the feed. Throughout the past three or four years, Facebook has been adjusting the newsfeed algorithm to include the best balance of news and updates from friends to keep users coming back, and in the process, has steadily decreased brand reach. This both provided Facebook the chance to monetize its platform with brands and keep the perfect balance of interesting content for its users.
Source: Digital Marketing Blog