Pretty much everything on the internet now has an algorithm – Google, Facebook, Twitter, Instagram, etc. And if you’ve been managing a website or social pages for some time now, you’ve probably noticed that your organic reach has fluctuated, especially in the past year or so.
Part of the reason is that there’s simply so much content out there, it’s hard to filter through everything. Just how much content is there? According to data published by Brandwatch in early 2016:
- 91 percent of retail brands use two or more social media channels
- On WordPress alone, 56 million blog posts are published every month
- Facebook now sees 8 billion average daily video views from 500 million users
- Snapchat users watch 6 billion videos every day
- Over 80 million photos are uploaded each day to Instagram
That’s A LOT of content! In order to process it all, web and social platforms have created algorithms to show users the content that is most relevant to them instead of every single piece of content available. This has resulted in a decline of organic reach for many companies.
So, what can you do? Post smarter, not harder or faster. One of the most effective ways to make sure your posts are seen by the right audience is to invest some dollars behind the post. Even if you’re working on a small budget, you can make an impact through the variety of media buying options. Here are some options to consider:
- Boosting posts: Facebook, Twitter, Instagram, and Pinterest all offer some version of “boosting” a post (usually referred to as “boost,” “promote,” or “sponsor”). The process is quick and easy to complete after posting to any of the platforms and many times can be completed from mobile. You can invest as little as $1 per post or as much as you’d like to maximize impact.
- Paid ads: Purchasing paid media in the form of web or social ads is another way to ensure that your posts are being delivered to the right people. Unlike boosting a post, you can get as granular as you’d like with paid ads targeting any level or combination of demographics. Additionally, you can target not just people who “like” your brand, but other users who might be interested – or who even follow a competitor.
- Paid search: Everyone who’s searched for something on Google knows the competition is tough, but paid search helps increase the likelihood that the right customer will find your brand. Paid search reaches customers based on their intent and helps drive them to your website using well-rounded and creative ad copy.
While organic reach may be on the decline, all is not lost. By including paid opportunities into your digital marketing strategy, you’ll find that you’re not only reaching your customers, but also bringing in new potential fans as well.