Marketing is vital for all scales of businesses. The days of social as an optional marketing channel are over. As marketers, we hear about ROI every single day—and social marketers remain anxious about it. Initially, the measure of success was based on how many likes and followers a post/campaign has created but that changed in early 2017 when most social platforms decided to charge to get you likes which obviously meant that it didn’t really matter if your campaign was super creative to get more followers, you just needed deep pockets.
Most businesses want to increase their investment in social media because it leads to more successful metrics, such as engagement, audience growth, and clicks to their website.
So how can brands disrupt the user experience in the least intrusive and most relevant way? Simply with awareness and consideration stage content. Think long-term, not a quick fix. Think relationships, not attribution.