Social media is no longer the correct term. These platforms are far more than just social.
They’re the new media.
We now see just as many sponsored ads in our Facebook feeds as we do our friends badly cooked dinners. The organic reach for businesses is dire compared to what it was, and the entire ecosystem has changed.
This is media. It’s paid media. To succeed as a business, unless you’ve got extremely devoted fans, you need to pay for the attention of potential customers. Sure, shareable content helps, but non-paid reach is now so low, all businesses should consider paid ads.
What does the future hold?
Much of the same in my opinion. With the negative stories in the media and organic post reach declining, user numbers may fall on some platforms, however this won’t be a concern for the likes of Facebook and Instagram.
Why?
Because their ad products are insanely good, people still love the platforms, and the constant influx of new features keeps us engaged as users.
I’ve said it many times before and I still strongly believe that these ad products are under-priced for savvy marketers because the big boys haven’t realised their true value yet. They’re still spending too much on ‘traditional media’ – newspaper ads, billboards, TV ads, leaflets and the like.
When all the biggest companies in the world transfer the majority of their ad spend to social media, the whole picture will change. Small businesses will need to spend £1,000 for the same results they currently get for £100.
The value of now
Now is the time to strike.
Where else can you target your exact customer for a few measly quid? I can literally spend £10 and get over 200 readers on to my blog. Amazing.
Despite the negative press and slow take up with some groups, every demographic is now active on Facebook and the same will happen with Instagram. This is new media not social media. It’s where we spend our downtime.
You’ve got much more chance of reaching your ideal customer to sell your shoes to on Facebook than hoping they turn to page 87 of Shoes Magazine, or drive past your billboard at the exact time it’s showing your ad.
It’s the way the world is. And it’s that way because it’s better that way. It’s only going to gather pace in this direction so get into the game now while it’s still open to all.
New media – play the game.
-Matthew Brown, director
Do you need some help with your digital marketing or are you unsure where to target your ad spend? We can help with our consultancy service and by creating some compelling content for you. Give me a call directly on 0333 009 0060 or email me at matthew.brown@pearson-brown.co.uk to explore the possibilities. I’d love to hear from you!
