Huge shifts are occurring in how to reach consumers in social media. The bias of the algorithms has clearly shifted to being paid for versus organic.
Organic reach’s heyday is over. Companies that publish content on Facebook are increasingly seeing their ability to reach users shrink unless they pay for exposure. As Facebook’s user count grows, the social network has been modifying its algorithms to decrease the organic or free exposure of brands’ posts in users’ News Feeds. Other social media platforms are also experimenting with paid media products.
At the same time, brands can’t afford to ignore social media users. With more than 1.4 billion monthly users on Facebook and 288 million monthly users on Twitter, brands that do not have a social presence are missing an opportunity to communicate with a huge audience. As the social media landscape matures, here’s what marketers need to know about the latest tactics for extending their brands’ reach.