Every-changing search algorithms across social-media channels are strangling organic reach.
On Facebook, for example:
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Fans only saw 16% of posts by page managers in their newsfeeds in 2012. (Hubspot)
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Organic reach for the average Facebook page dropped to 6.5% in 2014. (EdgeRank Checker)
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By 2017, the average number of engagements with organic Facebook posts had dropped by more than 20%. (BuzzSumo)
Social Media Advertising
While I haven’t done a ton of copywriting for paid social ads, I certainly understand why more businesses are using paid social advertising to reach more people.
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Organic Reach Has Been Killed
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Compounding this, Facebook’s newsfeed now has more ad content from marketers, and page likes have little impact on organic reach—even if you’re a large company.
According to Ogilvy, for pages with 500,000 likes or more, organic reach could be a trifling 2%.
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In my experience writing social ad copy for LifeLearn Animal Health, I’ve found that a clearly worded benefit statement tends to create ads that perform when combined with principles of email marketing.
Specifically, the science of writing compelling subject lines.
I've also done other forms of advertising both for print and digital. Here are six digital ads I wrote for Optimal Health Products to promote sales of their all-natural blood-pressure supplement, StrictionBP:
