Why You Should Increase Your Paid Social Media Budget

These days, Facebook, Twitter, Instagram and other social media platforms are changing the way clients and businesses interact. Social media is certainly something that you can’t afford to ignore.


Paid social is having a banner year in 2017. Analysts from HootSuite predicted that social ad spending will top $35 billion this year.  Judging by the past several years, which have each seen consistent growth, that growth will continue into the future.



As long as you do it right – paid social is an excellent investment in your marketing plan. Here are 3 reasons why.



Paid social is a necessity if you want your brand to be seen on social media.


When you post something on social media, you’re competing with feels like 1,999,999 other businesses- and we’re just talking about ones that are advertising. Realistically, there’s no way that your posts are going to get engagement from more than a few people unless you pay to promote them. With social media algorithms becoming more and more complicated, it makes it even harder for consumers to see your content.


Organic social is still important, but if you want your posts to be seen, it’s time to set aside some budget for paid social ads.


 Paid social allows you to target users with incredible specificity.


It’s really amazing how specific you can get with your ad targeting these days.


Look at Facebook, for example. You can customize your audience by everything from level of education and field of study, to online activities, to simple demographics.


This ultra-targeting means that you’re a lot less likely to be wasting your ad dollars. Instead of showing your ad to people who almost certainly aren’t going to buy what you’re selling anyway – men and maternity clothes, for example. Through targeting, you won’t be annoying people with ads they would never be interested in and you’re cultivating an audience that may eventually lead to a loyal customer.


It’s highly resource- and cost-effective.


When you’re just starting out with paid social advertising, you don’t have to know it all. You can create relatively basic ads with a relatively basic audience and budget. You also don’t need a huge budget to begin with. Base your budget on factors including your company size, the number of people you want to see your ad, etc… This is especially helpful for small businesses that don’t have a lot of wiggle room in their budgets when they start out.


The key is to be patient and be proactive. Watch your analytics, stick to your goals, and don’t be afraid to experiment when needed.


Social media can be hard to navigate, to improve your chances of succeeding, allow TotalCom to help you.