Citing a series of moves by Facebook in recent months, including sponsored stories and posts, aimClear reported that the future of social media marketing with the platform is a model of paid advertising that resembles organic social marketing.
As Brafton has reported, very few of the more than 900 million people using Facebook regularly click on or pay attention to the ad content Facebook serves. Most recently, a study from CNBC and the Associated Press suggested that more than 80 percent of people ignore ads entirely, but many have Liked brands’ pages and interact with the content they share.
Facebook use has become an increasingly routine process for most users. They log into the network, browse content, comment and Like items and move on. Ad content is not included in this routine, for the most part. Spending on these ads proves to be a fairly poor use of marketing resources, as they are less likely to result in more traffic and conversions than social content.
However, the new tools and features Facebook has unveiled of late show that it is developing a new model that could help marketers improve the value of their social campaigns. Inserting paid content into users’ news feeds with minimal distraction could help businesses see more exposure for their social content and eventually drive more traffic to their website.
Generating a strong presence on Facebook has become a competitive necessity for marketers as Facebook use continues to grow. Brafton recently reported that 9 percent of all web traffic in the United States goes to the website, and it receives more than 1 billion page views every week.