Having trouble with your social media reach?
You’re not alone.
Over the past decade, social media marketing has become one of the most powerful tools in the modern marketer’s toolkit, allowing businesses to build an audience with relative ease.
However, times are changing, and it’s no longer easy.
Social media reach is being hampered by several factors, from saturated markets to an ever-evolving digital landscape.
Now, your company must adapt to survive.
At the start of 2018, Facebook announced some big changes were afoot.
The platform was to shift focus back to connecting people, rather than giving preference to media consumption.
The new algorithm effectively put marketing content in the back seat, which was bad news for marketers hoping to grow their brand on social media.
Since then, some companies have reacted well, while others have made some mistakes. Specifically, they’ve bought into the widespread belief that organic social media reach is dead.
Research from BuzzSumo found that content engagement on social media has dropped by 50% since 2015. With less interaction on their posts, many companies have turned their attention to other marketing streams, such as email.
While that in itself holds vast potential for building a loyal audience, you shouldn’t close the book on social media marketing just yet.
A common trend now is for companies to manage their social media marketing in-house, as opposed to hiring an agency. While this certainly cuts on costs, there are drawbacks to employing an avid social media user fresh-out-of-college.
Sure, they’ll know a few things that the rest of the office might not, but when it comes to strategy and marketing skills, you could find yourself falling behind the competition.
Unfortunately, many small businesses persist with this venture, which more often than not, leads to a flood of low-quality content that delivers little return on investment (ROI).
So, just how can your business deal with the issue of declining social media reach?
Here’s what you should be doing:
When Facebook say video content boosts engagement, it’s worth taking note.
Facebook Live is another option. Although it doesn’t have the same social media reach as native videos do, studies indicate it still trounces text posts.
Native or live, video content is the indisputable king of content now, and it’s here to stay.
From GIFs to infographics, catchy images to thought-provoking photos, visuals make a big difference to your content, as proven by the 87% increase in engagement.
Sometimes, to get more likes and shares, all you need to do is ask. But beware of bait-like posts. Instead, aim to incite genuine discussion and conversation.
With social media reach on the wane, many marketers are exploring paid advertising.
Facebook ads don’t cost much, and with some clever strategy, you can target specific segments of your audience. Ultimately, this ensures your content reaches the people you really want it to.
Social media marketing still has the power to build networks. By reaching out to friends, family, and trusted associates, you can get help to amplify your content.
Teams who post their content on personal pages can harness this potential, as people are 16 times as likely to engage in content from a friend rather than a brand.
Social media reach is not what it was, but it isn’t quite dead yet.
The game has changed, and companies must evolve with it.
Focus more on quality rather than quantity.
By embracing new social media marketing strategies, your company can still build a strong brand on social platforms. Over time, these methods will deliver a solid ROI, and help you achieve real growth.
-for-Your-Full-Funnel-Marketing-Strategy.jpg)
