Social Media Growth and Paid Spend

Facebook paid ad

Have you noticed that your Facebook feed is different these days? You see less of certain brands and pages, and more of your friends’ content. Perhaps you’d wondered whether some pages had disappeared altogether because you hadn’t seen them for so long.

As a brand, you may have wondered why your organic reach has – most likely – plummeted. You may be doing exactly the same things as you were a year ago, but seeing dramatically different results. The customers and prospects who used to see your posts are no longer getting a glimpse of them and your sales and conversions may well have dropped as a result, if Facebook was one of your main referrers.


This is all thanks to changes in the Facebook algorithm, which is the secret equation that decides what content to serve you. The recent amendments to the algorithm have been intended to show consumers more ‘meaningful interactions’ rather than ads or viral videos.

It’s great for filtering content so that you see more from the people you actually know, but it’s not great for brands trying to build organic reach. Mark Zuckerberg is quoted as saying:

“You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”

There have been many algorithm changes over the past few years and, with each change, brands have seen organic reach reducing further and further.

What can brands do?

Paid advertising is a highly effective way forward for brands to grow their business, plus there are a few nifty tricks to encourage ‘meaningful interactions’ with your audience.

1. Encourage engagement

Content should be designed to elicit an emotional response from consumers, prompting them to hit the like button, share the content or post a comment. Using links in the content is great for encouraging traffic to your website.

2. Live Video

Video content is currently valued much more highly by the Facebook algorithm than images or text; so Facebook ‘lives’ are a great way to capitalise on this. Ensure that you do stick within brand guidelines and give your video longevity by making it relevant when it is replayed or shared.

3. Paid Social

Paid adverts on social media are becoming more and more crucial to brand success. Both Snapchat and Instagram have seen big rises in advertising spend (year on year, 73% and 55% respectively – report from 4C Social)

This means that the planning of advertising spend is a key activity, to ensure that is channelled to the right platform and targeting the right audience. Brands would be wise to clearly identify their objectives [internal link to another post] for social media marketing as well as a strong ideal client profile. This will ensure that marketing spend is optimised.

It is clear that brands can no longer rely on traditional methods to attract consumers to their products and services, and encourage growth. The most successful companies will be those that respond to the fast-moving world of social media and adapt their paid social advertising campaigns accordingly.

If you’d like to learn more about how to implement paid social effectively for your brand, register for our upcoming LEARN: Paid Social workshop on 24th July. Limited places remaining.