With the decline in organic reach on Facebook, the introduction of an algorithm on Instagram and the real-time nature of Twitter, paid media has become necessary for brands to amplify content to the right audiences, at the right time, with the right message.
Organic marketing activity is only as valuable as the users it?s reaching. Followers represent a very small percentage of a brand?s total target audience, so only reaching 2 percent to 3 percent of a follower base organically has minimal impact on business objectives.
Social platforms have built features that deliver against business objectives by utilizing their huge scale, targeting accuracy and sophisticated tracking and measurement capabilities.
Paid activity acts as an extension of owned media efforts to drive campaign results and amplify content to a larger target audience. The benefits of paid media on social include:
Control: The advertiser has complete control over the ad format and messaging strategy and can personalize marketing to specific audience segments.
Scale: Paid media enables marketers to reach and target hundreds of millions of users on a daily basis.
High-level targeting: Leveraging first-party, logged-in data enables targeting granularity at high accuracy. Customer-relationship-management targeting capabilities mean that brands can utilize their customer data to target and create lookalike audiences. Partnerships with third-party data companies enable advertisers to target users based on offline...