There’s no doubt social media is an excellent tool for your content marketing strategy. But what happens when you share content you’re proud of, only to be met with crickets from your legions of followers? Don’t worry. It’s not just you. It’s actually a common challenge in the social media space, but it’s not always due to disinterested followers. Rather, the major reason why your posts may be failing to generate a buzz is because social media platforms, particularly Facebook and Instagram, are the gatekeepers of your content’s reach.

If you haven’t been promoting your posts with paid advertising, your reach isn’t going to get very far. Just like anything else, the more money you shell out, the more exposure you get. That means organic reach on Facebook is not going as far as it used to. In fact, it’s all but disappeared. You simply can’t rely on organic reach alone, a mistake many businesses make.

But what is the difference, exactly, between organic search and paid search?

  • Organic social involves the free elements of social media, such as sharing posts on Facebook or having a two-way conversation with users on Twitter. It’s a good way for businesses to stretch their marketing dollars, build their social community and direct their followers to their websites for further engagement.
  • Paid social, on the other hand, involves sponsored (AKA paid) advertising content delivered on social networks in the form of videos, images, and ads. You can target your ads based on personal interests, location or buying habits. Unlike organic, paid social puts your content in front of users who are most likely to want your service.

Tips to Expand Your Reach With Paid Social

  • Target your ads and posts as much as possible, advises Time. The more targeted your audience is, the easier it will be to get your content in front of the right people at the right time. 
  • Run some AB tests to see which one works best.
  • Change your ad on a regular basis. There’s something called “ad fatigue” in the marketing world – it’s the tendency for people to tune out an ad they see over and over, says Social Media Examiner. Keep it fresh!

Organic Social Tips

While paid strategies will certainly help you get results, you can’t ignore the power of grassroots social media strategies. Here are a few tips:

1.     Post Evergreen Content

Evergreen content is content that stays fresh through the years. It’s not about a specific event, trend or issue. Bottom line is, refrain from publishing content with an expiration date. Instead, gear your posts toward how you can solve common and persistent problems within your industry, or perhaps offer up something educational and funny. How-to’s always make great evergreen content.

2.     Post at Off-Peak Hours

A big misconception out there is that you should post when you know everyone is online. However, that will just throw your post into the hurricane of ads people are seeing and sifting through. You won’t drown in a sea of posts if you target non-peak hours instead. Here are the best times to post:

  • Facebook: (Thursdays/Fridays) between 1 p.m. and 3 p.m.
  • Twitter:  (weekdays) between 12 p.m. and 6 p.m.
  • LinkedIn: (Tuesday – Thursday) between 7 a.m./8 a.m. and 5 p.m./6 p.m.

3.    Balance Promotional With Useful Content

When you share valuable content, such as how-to guides and articles, you’re establishing your subject matter expertise and growing readers’ trust in your brand. They will then know to come to know you as an authority in the field, placing trust in you when recommending a product or service.

A good rule of thumb is an 80/20 balance: 80% of your content should be helpful and useful, while 20% should promote your brand and products. No one wants to be hit over the head with salesy posts!

Contact Content Runner

If you have been thinking about beefing up your social media game, get in touch with us to learn more. We have lots of niche writers who know your industry and can apply their social media skills to ensure you’re seen by the right people.