Why should I pay for advertising on Facebook and Instagram when I can post for free?

Because organic reach has drastically declined. In the golden days of social media, when you followed someone, you would see 100% of their posts, and your followers would see 100% of yours. Those days are over. Now when you post, only 1-2% of your followers actually see that post. Maybe 3-4% if it’s extremely high-engagement content like a wedding or baby announcement. Facebook and Instagram are pay-to-play platforms now. When you have a marketing system in place and pay for advertising to your warm audience (your followers and people who know you), you’re simply paying to go back to the good old days when everyone would see your posts. Think of it like a cable subscription or any other business service—it’s a cost of doing business to access the attention of people who already know you.

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Asked by artists questioning why they need to pay for ads · Answered by Patrick Shanahan and Nick · art-marketing-podcast · 2020-08-13