In today’s digital world, companies all over the globe have accounts across multiple social media platforms, created in the hopes of advertising their business to their target audience online.
When social media was just starting out, organic reach was easy. You could post something on social media and have no doubt that it would appear on the feeds of the people who followed you. What was once an effective advertising tool for companies, however, may no longer be the case.
According to recent statistics, 4.95 billion people use social media globally. To put that into perspective, that’s 61% of the world’s population. As a business starting out on their social media journey, that’s a lot of potential customers. But how many of these people can you expect to reach through your social media account?
Social media platforms including Facebook and Instagram have put algorithms in place that may limit the way you appear on social media. These algorithms put user experience at the forefront, prioritising content based on user engagement, relevancy and preferences. This is essentially showing the social media user what they want to see, not what you want them to see, which could be your post about your new product.
This is why you might see your friends’ Instagram photos appear on your feed more regularly than you would see a post from a fashion brand you follow.
Facebook is the most popular form of social media, with 3.05 billion users in 2024, however research shows that the average engagement rate on posts across its platform is 0.06%.
How do we tackle this decline in organic reach of company accounts on social media?
With algorithm changes left, right and centre, it’s hard to crack the code on how to tackle the decline in the organic reach of company accounts on social media.
Paid advertising is an effective strategy for business success on social media. Instead of creating a post and putting it out there in the hopes it’ll land on your followers’ feed, you can target your advert to reach an audience of a specific demographic, interest or location, in turn reaching a more relevant audience.
Facebook provides analytics and insights on ad performance, meaning companies can track the performance of certain metrics including reach, engagement, click through rates and conversions. This is a much easier way of assessing how well your social media campaign is performing than judging from likes and comments.
With the help of Engage Web, Burleydam Garden Centre generated £266,108 in sales from Facebook Ads. This was based on an ad spend of £10,182. That’s a lot of extra business!
Need help with your social media advertising campaign? Contact our friendly team at Engage Web today, and find out how you can increase your reach.
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