More and more often we hear that because organic visibility is very low, almost non-existent.
Is it true? Or are they hoaxes created to sell advertising?
Let’s start from the end and then explain the reasons. When we do for companies or professionals we are faced with a crossroads:
carry out sponsored campaigns (advertising) to show our contents or advertisements to potentially interested people,
publish free content that no one will see!
The difference is all here. If you decide to because continuing to produce content for no one is truly a waste of money and time.
Social media are basically like TV, newspapers and radio.
Advertising vs. Organic Posting
In practice, the algorithm of all social networks works like this: if we publish (people who liked your page) will see it.In short, if we publish a post on our Facebook page with 2000 fans (followers), it will be seen by only 60/80 people. Of these, 99% will be our fans!
Only if your sale is recurring might it make sense to maintain an organic post.But if you lose customers after the sale is made, because your product cannot be repurchased in the short term, then you have no option but to advertise.
No one and I repeat to see what you communicate, but you will have to propose yourself.
Only by running advertising campaigns will you get your content seen by people who don’t follow your page or channel.
In short, if you don’t run social media advertising campaigns, you might as well unsubscribe and dedicate yourself to other marketing activities.
But how did we get to all this?
Only 7/8 years ago it was enough to publish a post with an offer and likes, comments and requests would arrive. Today this world has changed.
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The Parable of Social Media
The concept of the parable is my idea, born from a careful analysis of the events of the last decade that has seen the birth, growth, prosperity and death of many social networks.
Initially the social network was created only Turkey Email Library users and was free, then when it exploded in numbers it became attractive to companies.
At this point the company that manages it decides to monetize it, introduces the advertising platform and gradually reduces the visibility to the companies’ business accounts.
These are forced to invest money, or they have to migrate to new emerging social networks, with all the unknowns that this entails.
Here is the path in all its phases.
Launch
Most social media is started by a small group bj lists of people, with no budget or backers. The project starts with a specific idea and then evolves.
It is free to start with and its goal is to satisfy the needs of users and is not open to companies. There are no ads or premium versions.
At this point, if the project fully satisfies the needs of us users, it begins to climb the rankings. The contents (posts, photos and/or videos) published have a lot of visibility at an organic level.
Explosion on the market
Then the social network simply explodes on the market and third-party funds and financiers enter. The project develops and structures itself thanks to this type of investment. It climbs the rankings and conquers ever-larger markets.
It remains free and the first companies/brands create an account because it’s cool to be there.
The social network is also structured, in fact, it creates a board of directors and the founder becomes the CEO. The contents still have a lot of visibility at an organic level.
Monetization
The company that launched the social network is not a nonprofit and so its board of directors decides that the time has come to monetize it.
Then, changes are made to the algorithm that reduce the organic reach of business accounts and advertising tools are activated. The organic reach of private accounts remains unchanged.
The social network continues to grow in terms of number of users/companies and countries.
The organic reach of companies’ accounts is still decreasing, continuously, year after year more and more. The competitors in advertising are increasing and therefore the costs are starting to grow.
The company that manages the social network becomes a holding and every year creates a restyling of the product and inserts new features with the aim of increasing user loyalty.
Users and countries where it is used are growing, even if at a slower pace. The first competitors are emerging and trying to undermine the throne of the social network.
Conclusions
Here is the story of Facebook , which is also the story of Instagram, LinkedIn and many other social networks that have achieved success.
Most died early, while others were acquired and dismembered by Big Tech.
