It’s a good question! And the answer is yes, of course you should. In fact, you probably need paid social media marketing more so now than ever before!
It’s no secret that social media can do a whole lot of good for your business. However, social media is changing, and not for the better (if you’re a marketer that is).
With organic reach at such a low due to changing algorithms (we’ll get to that bit in a minute), paid social media marketing is more important now than it ever has been and I’m here to tell you why.
What Are The Benefits Of Paid Social Media Marketing?
Paid social media marketing can increase your reach on social media networks such as Facebook, Instagram and Twitter by placing your paid display adverts and sponsored messages in front of the right audience.
I’ll give you an example, my Facebook feed is mostly made up of hilarious videos, pictures of cats (how exciting do I sound?!) and the odd news story.
But every so often, a Missguided advert of a beautiful model in a beautiful dress will pop up, reminding me that I still need to buy a new dress for that wedding in June. Unlike most 22-year-old women, I find online shopping incredibly boring but, you can bet that within minutes of seeing that ad, I’ll be clicking the ‘Price Low – High’ filter on Missguided’s website.
I guess what I’m trying to say is, paid social marketing works and can have an array of benefits for your business!
Paid ads can increase your reach on social media platforms and boost your brand awareness by putting your brand in front of audiences that are not aware of it.
Paid ads allow you to gain access to mobile users, which is essential, as the majority of active users are accessing their social media sites on their mobile. Paid social media marketing also fits any budget, meaning it is a useful tool for every business, regardless of its size.
Why Do I Need Paid Social Media Marketing?
More than 1.5 billion people log into Facebook alone each day and are active users on the site. This means Facebook, amongst other social media sites, is an important resource for marketing your business.
Unfortunately, we are constantly having to keep up with the ever-changing algorithms of social media platforms including Facebook, Instagram and Twitter. Every day, potential consumers are being influenced by an algorithm that is guiding their decisions and choices.
Social media networks are regularly changing, refining and testing their algorithms to improve the user experience. So just when we’ve gotten used to one algorithm, Facebook pulls the rug from under our feet and changes it completely.
But, if we want to successfully market our businesses, we need to work with algorithms rather than against them.
Last year, Facebook announced they had updated their algorithm to focus more on posts involving friends, family, and groups. By putting such an emphasis on personal relationships, Facebook is making it harder for businesses to get their brand in front of their desired audience.
Similarly, Instagram is aiming to become transparent by prioritising meaningful posts and conversations and LinkedIn is prioritising status updates and posts that are personal to the user posting.
Algorithm updates make it challenging to reach potential consumers with organic reach alone. Thankfully, paid social media marketing allows you to work with the algorithm’s by targeting audiences based on users’ preferences and demographics.
Organic Reach Vs Paid Reach
In the first few years of Facebook and Instagram, organic reach was enough to make an impact, attract attention from consumers and ultimately build brand awareness.
However, because of the changing algorithms, social media platforms now only show posts based on users’ preferences which means organic reach is very low.
Unlike organic social media ads, paid ads allow you to reach audiences not currently engaged with or aware of your brand.
To get the most out of social media, you will need a mix of organic and paid ads.
Get In Touch
Here at GrowTraffic, we help businesses increase their brand awareness through social media every day.
If you’d like more information on social media marketing, head over to our website. We have an abundance of handy resources and tips which may help you with your paid social media marketing.
On the other hand, if you’d like to have a chat with one of our fabulous team members, either to get some advice or to enquire about our social media marketing services, then please just get in touch. You can drop us a phone call on 0161 706 0012 or email firstname.lastname@example.org.