Gone are the days when you can organically large followings on social via amazing content and organic word of mouth or organic sharing. With today’s big social media channels, in order for a brand to really gain large followings or reach a large audience, paid media has to be an essential part of your strategy. This is in stark contrast to when Facebook allowed brands to reach large portions of their followers without a need for paid media to continue to reach those people. This is the same trend that Instagram and Pinterest will head into once their ad platforms mature and become another paid channel to consider for marketers.
While Facebook’s platform almost forces brands to pay in order to get any kind of significant reach or even support when something goes wrong with a brand page, platforms like Google+ and Twitter are becoming channels that are ripe for engagement and stealing some of that momentum from Facebook. Google+ has been making steady updates lately and just announced that over 500+ million people interacted with Google+ in one way or another. Google has also some of its functionalities into their core products, Search and YouTube. Twitter is set to IPO this year and has been on a hot streak as a second screen partner for TV viewers. That’s where they’ll be making a ton of their money as almost every TV show now has a hashtag associated with the TV show.
I’m extremely curious to how Instagram and Pinterest’s ad platforms will evolve. These two platforms will not stand still and stick to their current version of the ad platforms. The other thing to keep in mind is that a lot of these platforms have to capitalize as much of the revenue as possible because we all know these platforms won’t last too long. The driving force behind many of these platforms are fickle users who will leave if something better without advertising cluttering the platform, comes along.
As a marketer, do you feel like you’ve had to increase your paid media budgets? What do clients think of the changes to paid media?