For years, marketers have urged brands to invest in quality content to post to their social media accounts. The key word is invest—it’s not easy (or cheap) to produce a steady stream of content that will keeps audiences engaged.
But so-called “organic” content —posts that are not promoted with advertising dollars—isn’t enough anymore. Research has shown that the organic reach for a brand’s post on its Facebook Page amounts to a dismal 2.27% for pages with more than one million likes. If organic content alone is not a viable option, how will marketers—and brands—continue to thrive in the saturated world of social media?