Social media and its platforms have accumulated millions of users worldwide since its inception (3.397 billion active users to be exact). That means that out of the 7.7 billion people living on this Earth, roughly 44% of them are active on social media. Those in the 44% each spend an average of 116 minutes a day browsing their social channels, adding up to five years of his or her life. Even with these drastically high statistics of users around the world, there is still a widespread stigma associated with investing advertising dollars into these digital platforms.
In this DeBerry DeBunks, we’ll provide some clarity behind existing misconceptions surrounding advertising on social media and how it can truly benefit your business at a low cost.
“We already have a presence on social media, why do we need a paid strategy?”
First off: Having a brand presence on social media platforms without paying is just part one. You may have fans and followers, but they aren’t necessarily seeing your posts. Due to the changing social media algorithms and sheer volume of content out there, it’s become even harder to have an impact online. It doesn’t matter how many followers you have, if you’re not putting any money into your social media presence, only a fraction of your audience will see your posts.
All major social media platforms, Facebook, Instagram, and Twitter included, offer opportunities to put money behind your posts. Dedicating a small budget to giving your social content a boost will amplify your reach and give your brand more reliable visibility.Why invest in a platform that has so many issues? It’s no secret that platforms like Facebook have had their fair share of very public challenges. It’s easy to forget that social media has only been around just over a decade, and for all intents and purposes, is only in its infancy. Like other technology, it’s still grappling with larger issues surrounding data, information, and privacy. Social media is in a constant state of development to be better and stay relevant in an ever-evolving digital world.
From a brand perspective, advertisers can take some comfort in the fact that these platforms are designed to allow fast pivoting when necessary. Whether it’s the ability to quickly turn off a social ad or put more dollars behind a top performing post, social media allows you to be highly agile.
"We don’t have the budget for it.”
It’s easy to feel overwhelmed by the idea of entering the social media space in a meaningful way or to feel that it’s not financially feasible for your business. However, social campaigns are incredibly scalable. One of the best things about paid social is that you can test the waters for small amounts of money. Unlike traditional media, social advertising allows you to spend as little or as much you’d like. Whether it’s putting $5 behind an existing brand post or testing different target audiences for your ads, there are countless ways to reach new customers and grow a brand that don’t involve breaking the bank.
“My business’s customers aren’t there.”
When scrolling through Facebook, Instagram, Twitter, etc., it can feel like your reach and your network are small, but nearly 45% of the world is on social media; chances are that your customers are, too. People of all ages are on social media, from your little nephew to your great aunt. Targeting is simple and straight forward. From household income to geographic areas and personal interests, you can conveniently reach the people most likely to engage with your ads. With traditional advertising, you’re driving one message to a wide audience. With paid social, you can create a series of campaign messages that speak to multiple segments of your audience with the same budget.
At the end of the day, social media has turned out to be a great equalizer for advertisers and brands when it comes to media costs. Generally speaking, social media advertising is much more affordable than traditional advertising, which many small businesses can’t swing in their early days. No matter how small or large your business, one of the most affordable and efficient ways to reach target markets is accessible to you.