Social Platforms Adopt ‘Pay-to-Play’ Models for Businesses

by Brent Gassman
May 19, 2016

Social media is no longer considered a fad for marketers looking to drive results for businesses.

As the social media movement adjusts to its growth spurt over the last decade, marketers are dreaming up smarter and smarter ways to utilize these freely accessible platforms to cultivate unique, engaging audiences.

However, the individual platforms themselves have started to implement more stringent rules, with some adopting a more “pay-to-play” model.

This includes Facebook’s recent steps to prevent every post from generating substantial organic reach because based on their data, it isn’t the only thing their users want to see in their timelines.

As these networks convert to a pay-to-play model, business owners have been forced to do a deeper dive into what works and what doesn’t on these platforms. For example, content you post on your LinkedIn Company Page might not be as relevant to your Twitter followers. A great Facebook post might not work on LinkedIn. Other newer platforms like Instagram and Snapchat provide a focus on high-quality imagery.

Your social media presence is often your digital first impression for a lot of customers. Whether they Googled your company name or found you directly on a social network, you want them to find the correct information about you AND entice them to do something after they see it.

If they arrive on your company’s Facebook page and see five posts a day trying to do nothing more than push products or services without a real sense of community, they’ll likely be turned off and will never become your customer.

At the same time, if you’re posting five times daily but aren’t promoting anything, it’s a lot like standing in the middle of a desert and shouting. In other words, nobody is going to hear your message. As a business owner, it’s wise to let the experts develop a sound strategy that will drive actual results.