How to Hack Content Promotion on Social Media

Let’s face it. These are dark days for organic social media.

Networks are broken. Niches are saturated. Once go-to tactics are dead.

With the mantra that “every company needs to be a media company” having finally been adopted across the board, audiences are overwhelmed by the noise. And much of the media that brands publish is simply missing the mark, so no one wants to engage with posts promoting this content anyway.

Think I’m being overly negative? Let’s look at the facts:

• While social outperformed search for traffic referrals to websites from 2014 to 2016, this year, Google was twice as likely to send a visitor your way than Facebook was.
• Facebook cut off ad targeting based on third-party data providers.
• They also paused all approvals for new bots and apps on the platform for over a month this year.
• According to BuzzSumo, last year, half of all content received fewer than five shares across the major social channels, which represents a 50% drop from just two years prior.
• Users have started spending less time on social media, while negative sentiment against social platforms among the general public has only increased.

Image