The ultra-competitive landscape across social media platforms has made paid social media advertising a necessity to stand out. With organic social media reach decreasing every day, businesses have no choice but to pay for ads just to keep abreast with industry standards.
In 2016, Marketing Land reported organic reach for Facebook Pages dropped by 52%. Depending on the amount of Followers on the page, organic reach can be as low at 2% (HubSpot). Essentially, the higher amount of Page Likes you have, the less organic reach you reach.
To put this in perspective, if it’s that difficult to reach people who have already expressed interest in a brand, imagine how difficult it is to reach new people who might not have heard of you. ***Hint: Quite difficult. Yup! You’ll likely end up having to pay for social media advertising and you should probably start looking into which platforms you might want to advertise on.
In this white paper, we’re going to review the key benefits and drawbacks of each platform, as well as cover some of the Key Performance Indicators (KPIs) that will better help you decide which platforms are best for your business goals. Before we get into that though, let’s make sure you understand exactly what paid social media advertising is.