The best social media marketing strategies align with the platform algorithms they work within. Posting more content on social media no longer equates to more awareness. Brands need to a digital marketing budget behind their content to reach their target audience.

MYTH #1: Post regularly to Facebook, Instagram, and Twitter and your followers will see it. It’s the best way to stay top of mind.

If there’s one universal aim of social media, it’s all about sharing content. With over 3.8 billion users actively engaging with these platforms, it’s understandable that brands want to maximize their presence through a high volume of posts.

But the fact is, posting more does not equate to more eyes on your business. Algorithms write the rules of content distribution on social media and output no longer means awareness.

Each platform’s algorithm is unique, and they are constantly changing. Essentially, algorithms are designed to sort and deliver content to users based on their online behavior. Because of this, only about 3% of your followers see your organic content.

So, what does that mean for marketers? It means you have to put money behind your posts to get them in front of your target audience.

For brands, social media marketing is a pay-to-play game. It’s designed that way, and users expect brands to work within the format. Social ads connect your business with your audience using the tools and templates they are accustomed to.

Users who haven’t been exposed to your brand expect to see new content through paid ads and promotions on social media. At the same time, users want to see content from accounts they follow, and putting money behind your content ensures that your posts reach your followers.

Meeting consumer expectations is the crux of an optimized social media presence. It’s the reason that social media platforms have incentives and powerful tools for building paid ad campaigns. And those 3.5 billion users make these platforms worth investing in.

Remember, social media caters to their users’ online behavior. Each platform offers targeting options, allowing marketers to build audiences, target specific users, retarget certain groups and measure success.

Social media can be a game-changing tool for amplifying your business. With a strong brand, a strong product, and a budget to support your content,  you can position your message where it counts and reap the full rewards of social media marketing.

That being said, this doesn’t mean you should stop creating organic content altogether. It’s still important to have a consistent organic presence on social media. Organic content will give your page an active, credible quality – but a strategy that incorporates both paid and organic is the key to success.

This is Part 1 of our Marketing Myths Blog, where we debunk persistent digital marketing myths and outline stronger, smarter strategies to meet your goals. Check out our next post on Marketing Websites in 2020.