With over 3.8 billion people using social media worldwide, businesses have an unprecedented opportunity to reach their target audience and generate sales. However, with so many people on social media, it can be challenging for businesses to effectively target their ideal customers and create content that resonates with them. Additionally, the changes in social media algorithms over the past decade have made it more difficult for businesses to achieve organic reach. The rapid changes in AI technology have also made it challenging for businesses to keep up and compete.

The evolution of social media has changed drastically since I began working with clients on advertising on Facebook in 2009. Ten years ago, having a large number of followers was considered a key measure of social media success. However, today, having a smaller but more engaged and relevant audience is more valuable. This is because social media algorithms now prioritize content that generates high engagement rates, such as likes, comments, and shares, rather than simply the number of followers.

Furthermore, organic likes have very little impact on your social reach. According to recent studies, the average organic reach for a Facebook post is around 5.2% of a page’s total likes. This means that for every 100 followers, only 5 or 6 people will see the post organically. Similarly, on Instagram, the average organic reach is estimated to be around 6%, meaning that only 6 out of 100 followers will see a post without any paid promotion. This is due to changes in social media algorithms that prioritize content based on engagement rather than simply the number of followers. As a result, businesses are increasingly turning to paid social media advertising to reach their target audience and achieve better results. It really is a pay-to-play environment and focusing all of your time on content creation without a paid social strategy is a waste of time and resources.

The rapid changes in AI technology have made it challenging for businesses to keep up and compete. However, businesses can leverage AI-powered tools to generate engaging content, build ads that result in sales, not just clicks, and provide reporting to predict and prove results. IDMD Online Brand Management is an example of a company that uses AI to help businesses solve their social media marketing problems and reach their target audience more effectively. Below is a list of monthly users per social channel as of 2022 to demonstrate the potential reach for a business that takes advantage of smart AI solutions to support their paid advertising:

Facebook – 2.8 billion monthly active users
YouTube – 2.3 billion monthly active users
WhatsApp – 2 billion monthly active users
Instagram – 1.3 billion monthly active users
TikTok – 1.2 billion monthly active users
WeChat – 1.1 billion monthly active users
LinkedIn – 740 million registered users
Reddit – 430 million monthly active users
Twitter – 353 million monthly active users
Pinterest – 460 million monthly active users

Social media provides an enormous opportunity for businesses to reach their target audience and generate sales. However, with the changing value of organic views, the importance of paid social media advertising, and the challenge of keeping up with AI technology, businesses need to adapt their strategies to stay competitive. IDMD Online Brand Management is one solution for businesses looking to leverage AI-powered tools to improve their social media marketing efforts and achieve better results.