At the same time, the “big three” social media networks have updated their algorithms in ways that have caused organic visibility for content to plummet.
Given this flood of competing social media content, yours will be DOA without paid promotion. Here are four tips to regain lost reach and amplify your content using social media ads:
1. Be selective—buy social media ads for only your best posts. Native advertising via social media channels works best when promoting only top-performing content.
“ My experiments have shown that native social media is not a good channel to promote all of your content at scale,” says Chad Pollitt, author of “The Native Advertising Manifesto” and co-founder of Relevance. “It’s too cost-prohibitive.”
That’s why he recommends promoting only content that has already attracted higher levels of engagement.
Pollitt says Larry Kim of WordStream regularly uses this approach to earn widespread news media coverage for his content. “Larry selects his top two performing posts each month and spends around $50 on them using Facebook and Twitter ads. He targets those ads to journalists who cover his topics,” he says.