Why 94% of Some Companies’ Audiences Aren’t Seeing Their Social Posts

If you run any type of business or do any kind of marketing, there’s nowhere you can run or hide to escape the gospel of social media. And why should you? Simply stated: it’s effective. Building a social presence is integral to any online marketing campaign now, and it can often be a pretty accurate reflection of the real-life community surrounding your brand. There are a million reasons to get your company involved in social media, and we’re sure you’ve heard them all (or at least most of them).

So why would companies still not have a social ad budget?

According to a recent report from socialbakers, despite the obvious shift in the whole Internet industry towards social, fourteen percent of companies in this study with over 5,000 employees still budgeted $0 for social ads.

social ad budget graph

We can only assume that means that means an even bigger percentage of smaller business with small budgets are doing the same, and the sad thing is that smaller companies need that budget even more.

With Facebook’s algorithm organically serving Page posts to 6% of their audience, having a small audience to begin with could mean only a literal handful of people seeing your posts. Relying on organic reach alone just doesn’t cut it.

That’s probably why the businesses surveyed that do spend money on Facebook advertising get the most value out of the News Feed placements (whether desktop or mobile). While socialbreakers took the chart below to mean that marketers couldn’t distinguish between the different types of News Feed placements, we think it’s more likely that marketers find them all just as useful.

facebook news feed ads

Boosting posts can cost as little as five dollars and increase a post’s reach by thousands. Some Page owners have expressed some grief about this–that Facebook is cheating businesses by not serving their posts as frequently as they used to, but if you think about it from a user perspective: it’s for the better. Users are seeing more of what they’re actually on Facebook to see, and with promoted posts, they’re seeing more relevant Page posts.

Twitter has until now dodged that issue by showing tweets in complete, unbiased chronological order, which is probably why businesses have been slower to pick up Twitter advertising than any of the other platforms despite its value.

So the moral of this story? The best things in life, like social media, may be free, but, paying to advertise (at least a little) will make things even better.