By: Tim Bouchard
Blueworks Pro, Owner
Paid Advertising Expert; Facebook, Instagram, Youtube, Google
University of Maryland, Smith School of Business; B.S. Marketing and Management
Tim is the founder and owner of Blueworks Pro, where he works with clients to reach their revenue and growth goals through paid advertising channels.
You may have been told over the years that social media platforms like Facebook and Instagram were going to get you a ton of new customers. You heard this and had to make an account for your business or brand. Why wouldn’t you? Social media is free.
In order to sell your products or services, you have to convince your customers to buy them, right? So, you started posting all the features and benefits. You put out offer after offer and not only was it not working, it seems like fewer people were seeing it every time.
Why is this happening?
Let’s quickly break down these three very important reasons.
Social media apps are increasingly taking up more people’s time and attention throughout their day. People trade these valuable assets for a place to connect with friends, discover fun events, or have a good laugh at a funny meme. They are not opening up the app 20 times a day to see how you can save them on insurance or what your last customer had to say about your services.
Your posts are getting ignored because they aren’t trading value for attention. Users are recognizing your business’s profile and flipping past it because they know all you do is sell to them.
The great promise of social media isn’t panning out like you thought it would. You consider it must be the number of posts you put out each week, so you double down, and now you are losing followers. This is not what they signed up for and it’s getting your business nowhere.
Social media companies are suppressing their users’ posts, but not in the way you may think:
Meta’s platforms, Facebook and Instagram, make their revenue from companies buying Ad spots on their users’ feeds. Think of it as Meta’s customers are the companies that advertise with them and their product is their users’ attention. But, they have to keep the users on their platforms, and that Ad space has to be valuable to their customers.
If a user looks at a series of 10 Facebook posts, 3 of them might be advertisements and the rest may be a picture of their niece’s new baby, their favorite local band’s new album, or just something funny to laugh at. Having those 3 Ads sandwiched in between the other posts is what makes the Ad spots so valuable.
Think like a Facebook executive, why would they want to give you that prime Ad real estate when you aren’t paying for it?
Social media companies like Facebook and Instagram are for-profit organizations. They make billions of dollars from advertisers every year. They also have an obligation to their shareholders to show increases in revenue every quarter.
They have created a business model for themselves that is simple:
They found that if advertisers are getting new customers from their Ads and making a good ROI, they will continue to give them money and increase their budgets. So Meta focused very hard on creating algorithms that not only put Ads in front of users but users that are likely to purchase that product or service.
Subscribe to learn how you can use create and use videos to benefit your business. Whether you are just getting stated or a seasoned veteran, this weekly newsletter contains tips and tricks to get the best ROI possible on video marketing.