You already know it's harder to get traffic from the social web unless you spend money on ads. There's nothing new with that fact... just look at the graph above.
But the reality is you can't ignore platforms like Facebook, Twitter, LinkedIn, Instagram, YouTube or any other new contender that comes out and gains traction. These social sites command so much traffic, that we have no choice but to be on them. Combine they get an estimated 50 billion visits a month. That's ridiculous!
In other words, whether you like their algorithm tweaks or not, you have no choice but to be on these platforms as they attract so many eyeballs.
So, what should you do with your organic social reach? How should you combat their algorithms so you can generate a positive ROI as their ad prices keep going up?
Gold Creative, with the assistance of Neil Patel, have surveyed over 100 companies that generate at least 1 million Rands in revenue a year all the way up to 1 billion Rands to show you where social media is headed and what you should do to succeed in the landscape.
Here are some of the problems we have encountered...
Expect less traffic from the social web, even if you pay for it
As you can see from the chat above, since 2015 the amount of shares a blog post receives from the social web has been declining. One of the large reasons for social sites to clamp down on organic reach is that that makes it so you need to spend money to get the reach that you were once used to and relied upon to generate traffic.
Now let's look at the percentage of digital ad spend going towards social media sites.
Over time it has increased, and you'll notice that things really started to ramp up in 2016.
An interesting fact is that in the United States during mid-2017, Facebook had more advertisers than inventory. In other words, the demand was higher than the supply which caused CPM and CPC rates to increase.
But similar to the game of cat and mouse SEOs play with Google, marketers also play that game with social networks. In recent years, marketers have figured out how to reverse the trend of their dying organic reach.
Here are some of the solutions we found...
Social platforms are trying to compete with television networks and they are even competing with platforms like Netflix.
So, if you want the most engagement you have to feed into their goals. If you start producing live video or even recorded video, you'll find that you can boost your engagement. What this will do is get more of your followers engaged so when you post other forms of content they'll be a higher probability that the content will be seen.
The other reason videos work so well is because they keep people on these social platforms versus driving people back to your site.
But of course, you want your followers to go back to your site... and you can do that through chatbots.
As you can see, 41% of the companies reported that chatbots (also knowns as messenger bots for social sites) provided their biggest traffic gains.
In other words, if you want to drive people from social sites like Facebook, you'll have to start using messenger bots.
The chances are you aren't using messenger bots yet, but they are super effective. Just contact our Digital Marketing experts and they will walk you through setting them up.
Now, not every social network has messenger bots, but over time you'll see this change.
You can use a combination of the methods above. You'll find that one won't be enough and you'll have to combine a handful of methods.
There are multiple ways to boost your sales from social media, including focusing on specific content types.
Did you know that if you leverage chatbots (messenger bots) and post video-based content you'll generate more sales on average than if you just posted status updates?
Over the upcoming years, you can assume social algorithms are going to get tougher from both an organic and paid perspective.
Social media companies are facing heavy governmental pressure due to fake news, privacy concerns, and issues related to political campaigns.
But that doesn't mean you can ignore the social web or stop using it. It's not dying and it is here to stay.
The data shows social media is on the rise. Sure, these sites aren't growing at a rapid pace anymore but that's due to the majority of the world already being on one of these platforms if not a few of them.
They are effective because people trust what they see on these sites and that should continually increase as they fix issues like fake news.
As long as you follow the tips above, you'll be able to maximize your social media traffic and revenue even when the algorithms change in ways that don't favor you.
So how are you maximizing your social media traffic?