For many years, most brands who were on social media from the beginning thought of them as a free way to promote themselves. For a long time it was. Then came social media advertising. Targeted, relevant, measurable. Things have gotten a little more complicated and there are many misconceptions surrounding it.
So, you thought you could get away with a few nicely-written posts and catchy images? Think again. In this day and age, if you want your brand to make it and actually return some or all of your investment in social media, you need to look beyond organic. Paid campaigns are where the conversions lie, but you will still need to be smart about it in order to gain almost 25% more conversions than from your organic campaigns.
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Now, let’s look at some other common misconceptions…
1. Social Media Doesn’t Work!
How much social media contribute to the buying decision is subtle, but it’s more of a channel to do so rather than directly closing a sale.
2. There’s No Point Paying For Ads!
Organic is great for retention and influence but in order to increase sales conversions by up to 25%, efficiency is key. Ads provide this.
3. Paid Campaigns Have The Same Effect On Every Platform!
Twitter’s conversion rate on a promoted Tweet is three times higher than on an organic Tweet. On Pinterest this is reversed, with organic being five times higher than paid. On Facebook the difference between the two is much smaller.
4. Social Media Advertising Works The Same Amongst Brands!
Success does depend on your brand’s vertical market and thus you will find it more difficult to acquire new customers in different industries and verticals.
Can you think of a few more misconceptions?