Disappearing act
Heavy spending on social media doesn’t guarantee success. Brand should cut down on.
Social media
Heavy spending on social media doesn’t guarantee success. Brand should cut down on.
Organic social media doesn’t help 98% of brands. Social media content doesn’t ever reach enough people for it to create impact. World’s most successful tweet reached only .02% of the total audience, while TV ads could reach 250 times.
Social media is cheaper than the mainline media. It also claims the real time targeting of the audience. Users or customers see the contextual ads on the basis of the past online activity. If a brand in US has a million followers on Twitter, it can only reach 2% of the population. Google with 2.2crore Twitter followers is not able to reach more than 10% of the American online shoppers. For India the numbers will be far less. It’s the same for Instagram and Facebook.
Ian Barnard is a marketing strategist. He writes, “Even by growing their following by 7900%, most companies can only raise awareness in their target segments by max 2% using organic social media. You will never reach 98% of your target audience, no matter how good your content is.”
Audience growth, engagement and brand clicks are wrong metrics. Instead, brands and businesses should use paid social or run social media ads. The objectives should be long term brand building and short term sales activation.
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