Social media evolution: the shift in organic advertising and on-demand purchasing

Social media evolution: the shift in organic advertising and on-demand purchasing | MCI United States | EN

July, 01 2021

For a period, social media was viewed as a secondary or even tertiary marketing tool. But as social media has grown, it now has the potential for enormous reach. As a result, social media is widely considered an essential marketing tool.

As this medium has grown in popularity, the use of its organic (unpaid) reach is waning. In order to reach target audiences, marketers are frequently relying on paid campaigns. According to recent research:

  • When examining B2B advertising, social media advertising was used by 83% of marketers and ranked second in success (29%) behind search engine marketing (33%).
  • Only 6% of audiences see organic posts.
  • News Feed space is extremely competitive amongst businesses. The return you get from organic content is not trackable or scalable, and the conversions can be slim.
  • The algorithm (data formula used to order content from less relevant to more relevant) of many social media home feeds has changed to favor popular content. With paid content receiving more popularity, makes it more difficult for unpaid content to gain visibility organically.
  • The average organic reach for a Facebook post is 5.17% of a Page’s likes, while the average paid reach is 28.1% of total reach.

Although these statistics seem grim, organic social media marketing still has tremendous value. It can help marketing dollars go further by testing the popularity of content before paying for promotions. To make the most of organic efforts, use SMART goals, audience insights, best practices, and publish engaging content.

Organic marketing hasn’t been the only thing to shift in the social media world. Social media is quickly becoming a one stop shop business model. Consumers are staring to have the ability to make purchases directly through social media platforms. Research indicates:

  • 29.6% of US respondents had used social commerce to complete a purchase, with nearly 2/3rds of those respondents purchasing on Facebook.
  • More than 50% of revenue across 14 major industries is generated by social sales.
  • 48% of companies identified expanding reach to new buyers as a benefit of social sales.
  • 64% of 3,000 people surveyed use social to find inspiration for shopping.
  • 46% of social media users are already using social platforms while thinking about making a purchase.
  • 40% of users are actively deciding what to buy based on what they have seen on social media platforms, including reviews and recommendations.
  • 57% of consumers will follow a brand to learn about new products or services.

Content may be king, but convenience is queen. Social media platforms are starting to pivot so that purchases can be made in seconds, making impulse decisions much easier. What once was a trip to the mall will soon be a scroll down newsfeeds. In this digital era, it is crucial that marketers offer their consumers a simple, clear, and compelling way to not only engage with their brand, but also purchase their products and services.


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