[Cross-posted from my Good Relations blog]
You might be blessed with good looks, witty conversation and irresistible charm but there comes a point when you’re going to have to reach for your wallet if you want a relationship. Whether it’s the first date or a golden wedding anniversary, at some stage love is going to cost you money.
In the world of online communications it’s the same deal. Flirting with your audience will only get you so far – it’s inevitable that you will need social advertising to extend the reach of your activity. It may seem counter intuitive that a PR agency tells you to buy advertising but that reflect the changing nature of both online communications and our agency. Let me explain…
More and more brands are producing more and more content in a world with increasing noise and endless distractions. 100 hours of video are uploaded to YouTube every minute; 6 billion hours are watched every month. Over on Facebook the average user apparently faces 1500 stories in their feed every time they log in – which is one of the reasons sites like Facebook have sophisticated computer processes (aka algorithms) which organise who sees what content, ‘optimising’ what’s presented to a mere 300 stories per user. The likes of Facebook and Google invest huge amounts of time and money trying to present their users with what they believe will be the most relevant content. Details of this optimisation are closely guarded commercial secrets but a whole industry tries to second guess them; there are nearly 16 million web entries covering the topic of algorithm changes.
Most brands have steadily been seeing the reach of their content decline. There’s so much content online now it simply doesn’t travel as far as it used to — and there’s only so much you can do to help people find your stuff. Earning views, likes or shares just doesn’t give you enough reach on its own. The way to ignite a campaign and boost content requires an integrated approach. Carefully targeted social media ads help grease the pole for editorial/earned, boosting reach and igniting a campaign by rapidly putting your content in front of the right people. New engagement ad formats are contextually relevant and much more compelling than traditional ‘push’ advertising.
So why not just give up on earned altogether and focus on the paid stuff? We know that people trust editorial, or something they’ve been told by a friend, far more than ads. Advocacy remains incredibly powerful. It’s just that paid media carefully integrated with an editorial programme hugely improves the chances that a consumer will see your content and that you’ll be able to recruit them. Putting your hand into your pocket to paying for love is nothing to be ashamed of, it’s just where necessity blurs the line between PR and advertising.
We’re running global social advertising campaigns now as part of our integrated approach to brand communications. This includes innovation formats like TrueView on YouTube and working with content creators on YouTube, as well as campaigns on Facebook and LinkedIn. Contact me to find out more.