When I launched this business in 2008, paying for social media wasn’t even a “thing” yet. This was a free way – literally free – for companies to get in touch with their public. It offered a direct channel to customer service, a great way to see behind-the-scenes of your favorite product and it got communities to build around brands.
But what kind of capitalist society would we be living in if companies could use the platforms to reach their public, but the platforms, themselves, didn’t get anything out of it?
So ads on Facebook began to come about. And then Instagram and so on. And now? Now it’s pay to play. You need organic engagement. It’s what makes this media social. It gives content about your brand that people can’t otherwise consume. It lets the public in to the brand and lets them feel a part of it, and helps them to trust the brand.
But. And there’s always a but….
If you are publishing solely organic content, especially on Meta properties, then you are only speaking to those who already like you. And, in fact, you are only speaking to about 2% of those people who already consider themselves part of your community.
How can you force your content in front of more people who have already agreed to consume it?
How can you make sure your content is reaching beyond your current audience and into your target market?
There is only one way. And it’s pay to play.
Even with a small budget, companies can be “rewarded” for participating in ad campaigns on social. We work with clients to find that sweet spot of where their ad campaigns need to be, budget-wise, and we select the appropriate content, typically something already working organically, and ride the wave of getting that content in front of more people with dollars.
I’m not going to lie, it used to be quite simple to “boost” a post or run a quick ad campaign. Today, you really do need a specialist. We are proud to now partner with our friend Nick who is just that. He’s working being the scenes to make sure our clients are only paying for ads that work, that get in front of new people, and are most likely to earn conversions to sales.
So don’t leave out the paid portion of your campaign. I know, it drives the budget up. BUT… as I’ve said, what we do here is no longer free.
Let me know if you need some help reaching the right audience.
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