As you probably know, reach and engagement are going down across almost all social networks. Including Facebook, Twitter, Google Plus and Instagram.
In fact, Instagram has recently hit an 11-month low. With growth down 93% and engagement down 70%.
That means less and less of your followers are actually seeing your updates.
This is largely because the news feed is getting more and more crowded. With more people posting every day. To combat that, almost all of the social media platforms have rolled out algorithms that decide what to show in the news feed. So that you’re only seeing the content that you’re most likely to be interested in.
So… does that mean you should give up on social media?
Throw in the towel.
It just means the game has changed.
And you’ll need to change up your strategy.
But the good news is…
We have more ways to reach our audience now than ever before.
Through paid media, native ads, retargeting, influencer marketing, Facebook LIVE video, and now Facebook Instant Articles.
1. Paid Content Promotion
One of the fastest ways to increase traffic to your blog is simply to pay to promote your blog posts. This could be a Facebook ad, a Promoted Pin, or a sponsored tweet.
I know a lot of people are up in arms because they’re no longer able to reach all of their followers on social media for free.
But keep in mind – those followers on Twitter, Facebook, Pinterest, etc… don’t actually belong to you. You don’t OWN those assets. Facebook does. Twitter does. Pinterest does.
That’s why I’m ALWAYS encouraging you to build assets that YOU control. The most important of these being your subscriber list.
Social media is simply a distribution platform. A way to drive traffic BACK to your website. A way to grow your subscriber list. Build your retargeting pool. And engage with your audience on multiple platforms.
Social media IS becoming a pay-to-play network.
However, I don’t think of it as a “cost” – but rather as a way to amplify EVERYTHING I do online.
If I put out a podcast, or a new blog post, or a new YouTube video I can “amplify” that content through Facebook Ads, Promoted Pins, Sponsored Tweets, and retargeting.
We have so many more tools now for distributing our content than ever before.
So look at paid media as a way to AMPLIFY everything you do online.
2. Facebook Instant Articles
In addition to LIVE video, Facebook is giving us yet another way to distribute our content online.
And it’s called “Instant Articles”.
Facebook opened up Instant Articles to all publishers on April 12th. They’re also allowing you to use Instant Articles to make money from your content.
This allows readers to access your content instantly, without ever leaving Facebook.
But there are a few things you need to know before Facebook will start publishing your content.
This article on Social Media Examiner explains it best.
There are already WordPress plugins being developed (like this one) that will help you to easily publish your content directly from WordPress to Facebook Instant Articles. The PageFrog plugin basically makes it easier to format your articles so that they are fully optimized for FBIA (Facebook Instant Articles) and Google AMP.
Once you’re accepted into Facebook Instant Articles, you’ll have more opportunities to increase your reach, engagement, and social shares.
What sort of impact this has for publishers is still yet to be seen.
However – it’s clear that as bloggers and content marketers, we ALL need to be optimizing our content for mobile users. Giants like Facebook, Google, and Apple News are all finding unique and innovative ways to distribute content.
As publishers, it’s our job to make sure our content is optimized for these new platforms.
And finally, we’re also seeing new forms of “influencer marketing” popping up nearly every month. This includes sites like FameBit.com, Nichify.com, and IGShoutouts.com.
But my personal favorite is a platform called Quuu.
Quuu is a curated content suggestion platform. They’re network of influencers generate over 249,000 shares per month. That’s over 8,000 shares per day.
And… the cool part is that you can submit YOUR content to be promoted by their network. Simply go to Quuu.co/promote
It only takes a few seconds to submit your blog post and by doing so, you will receive 50 – 100 additional social media shares on your content.
Quick… Easy traffic. Just make sure that you only submit your best stuff.
Stay tuned for Part 3 :)
It’s a doozie!