Pay to Play with the Big Dogs

Once upon a time there was a magical new way for companies to advertise to millions of people without it costing a penny. Unfortunately, this story does live out it’s “happily ever after”. In the past, social media was seen as a great marketing tool because it was FREE! However, this is certainly not the case anymore. In order to be seen on the social media world, particularly Facebook, companies will need to pay for advertising campaigns. Due to the high volume of traffic on Facebook and other social media sites, to play with the big dogs, you are going to have to pay.

Posting on Facebook has become less of a way to share a business or an ad campaign,and more of a way to compete for the viewers attention. As Sprinklr attests with “the average user potentially exposed to 1,500 stories every time they log onto Facebook,” having your business recognized, or even seen has become much more complicated than in years past. This only becomes increasingly difficult if your brand or company is not widely recognized by the public.

It is easy for companies to convince themselves that this is not happening and to go on posting as if it was a few years ago. However, the data says otherwise. Sprinklr report did a case study on Castrol Moto, the motorcycle division of the international Castrol brand, that proves how important paid social media really is. For six months, Castrol Moto relied solely on organic social media, with no payments to Facebook. Following these six months, they transferred to paid social media for six months, and the results were unbelievable. There initial reach without paid social media peaked at 2.7 million and fans capping at 5,000. After making the switch to paid social media, their reach grew exponentially to 14 million, with an increase in fans to a whopping 36,000, overall increasing social media engagement 11x.

Now if your company is not as big as the Castrol brand you might need more help to gain followers. Small businesses spend an estimated $5 to $50 a day on promoted posts and ads on Facebook, The sad fact has become if you want greater exposure, you need to pay.

While Facebook is most often used and sourced for success in paid social media, because they are the largest social platform. There are many other ways to use paid social. Almost every other platform has a way to advertise or paid company account. On Twitter you can pay for many types of advertising, On LinkedIn, you can advertise, posts jobs or upgrade your account. Pinterest has promoted pins. Tumblr has sponsored posts or videos. The point being, any social media account you want to push, look into the benefits of paying, it might help your business to break through the clutter.

The evidence has been proven time and time again that if you want your numbers to increase on your social media analytic reports, you need to switch to paid social media. If you want more information, or for Ilfusion to help you with your social media give us a call at 888-420-5115, or send us an email

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