If you’ve had any experience in the world of social media marketing in the past five years, you might have a fair idea of the rollercoaster trajectory social media reach has been in. However, the tumultuous changes taking place on major social media platforms could be felt equally by the typical person scrolling through their feeds.
To reach success on social media, marketing or otherwise- we’ve compiled an article that offers critical insight into the drastic changes in social media reach throughout the past five years, starting with Facebook’s organic reach.
The revival of Facebook’s organic reach:
When it comes to generating unpaid traffic, Facebook has seen quite the changes when it comes to organic reach. Before 2014, marketers had been busy trying to come up with ways to increase organic reach via Facebook. However, as 2013 was coming to an end, Facebook’s organic reach was declining too, so much that 2014 became known as the year when Facebook’s organic reach died.
However, after a brief period of Facebook urging users (and advertisers) to pay to amp their organic reach, the eventual rebirth of organic traffic took place, when in 2016, Facebook started promoting videos, along with other creative and original content.
In 2019, organic reach continues to grow steadily, with some influencers and content creators using Facebook as a primary medium to market their content.
Rise of Instagram:
When Instagram first launched in 2010, not a single person could predict the popularity it has catapulted into. Moreover, after the early years of the image sharing platform’s beginnings, no one considered it to be a marketing.
However, recent years have alleviated the status of the platform as a staple in digital marketing, with many famous brands and celebrities promoting themselves. Moreover, Instagram has integrated several tools to increase user’s reach, including stories and paid links.
The emergence of Influencers:
If you would have told a digital marketer, that the global advert spends on “influencers” would rise to a whopping $5-10 billion by 2020, they would probably look at you as if you’ve lost it. However, alas, that happens to be the reality that we live in.
With the rise in aesthetic-based platforms such as Instagram, more and more brands are turning to authentic influencers, who can hold a mirror to actual people and the lives they lead.
Influencer-centric marketing might have once been limited to a particular ‘type’ of people, but in 2019, realistic people are being made the center of attention in lucrative campaigns.