Navigating The Ever Changing Social Media Landscape

The social media landscape is ever changing. Ten years ago it was hugely valuable for brands to have a strong Facebook presence as boosted Facebook posts offered the cheapest cost per impression of any targeted ad option available to marketers. Perhaps realizing the potential revenue they were missing out on, Facebook has since greatly reduced the value of the Facebook marketing dollar and reformulated the algorithm to make it far more expensive for brands to generate any sort of traction on the platform. Despite these developments, social media remains a hugely valuable place for your brand to advertise for the simple reason that most consumers are reachable through these platforms. As much as 82% of Americans used some form of social media platform in 2021 according to Statisa (Source). This figure is up from just 10% in 2008 and 70% in 2015 and appears to be poised for further growth.

So, if boosted Facebook posts are no longer the go-to social media tool for brands, what should your brand be doing in order to stir up business in the social world? Despite having fewer users than Facebook (121 million monthly users vs. 169 million monthly users), Instagram has been proven to generate more engagement and interest from users than Facebook does in the current landscape. Instagram stories, in particular, have a very high response rate from users.

The story format in general, which has been proliferating among the various social media platforms in recent years, tends to catalyze far more conversation between brands and prospects than traditional social media posts do. Because of the number of eyes on the platform and the availability of very high response advertising options, your brand would be remiss not to generate some Instagram traffic. The importance of the social space will only grow in the future, as consumer attention becomes increasingly fractured across media types but social usage surges. The pandemic has further increased usage across social media platforms. If you would like some help developing an Instagram strategy that allows your brand to take advantage of this valuable marketing opportunity, please contact please contact Bill Dolan, Director, at (617) 694-2617 or email him at: Wdolan@scapartnering.com to set up a free consultation