#25. Yes, Organic Social Media Reach Is Down.
Yes, Organic Reach on Social Media Sucks.
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The new brand logo for Pringles potato chips was unveiled. What do you think?
Hi again!
First, a personal note.
If you missed my Twitter announcement, I put in my notice at my job. With nothing lined up.
This weekend I started watching the documentary about LuLaRoe, the clothing MLM accused of scamming countless women.
Truly hurt my heart to hear from those who had been convinced to join. They paid $5,000 upfront for the promise of part-time work, full-time pay.
This was an opportunity to step out of the corporate rat race, still provide for their families, but also actually find that work-life balance that so many moms desire.
It's not just women who fall prey to this message, though.
A few years ago there was a similar MLM-style scandal involving cryptocurrency. Their primary target was young men.
MLMs and get rich quick hacks are predatory, but they work because we all are tired. I don't know anyone who says they want to work themselves to exhaustion for someone else's company at the expense of their health or connections with family and friends or romantic life.
I'm unemployed for the first time since before college. And I'm nervous. Because I'm looking for what a lot of the women in the LuLaRoe documentary were looking for.
Better work-life balance. Feeling professionally and personally satisfied. The real question is, how do you find that?
I'll be keeping you posted on my journey, both via this newsletter, Twitter and LinkedIn. Stay tuned, and please share your own experiences with me as well! I feel like we're all in this same search together.
[Want to skip the newsletter and go straight to the article on organic social media reach? Click here for the complete article.]
On to the content! 👇
Are You Seeing Decreases in Organic Reach?
Organic reach for brand social media accounts has been decreasing over the years. It’s got many brands concerned to see the steady organic reach decline. Creative content, giveaways, incentivizing follows. Very few of the recommended tactics seem to help.
Only about 1 in 20 fans of your Facebook page will see your organic posts.
Organic reach dropped 5% from end of 2019 to end of 2020. This year, most brands are feeling it worse.
Facebook even wrote a post a while ago admitting organic reach was declining.
The official response was: “Facebook is far more effective when businesses use paid media to help meet their goals.
Social media is a pay-to-play channel.
Eventually projections show brand organic reach could hit zero - 0% - or close enough to it.
So what’s the solution?
Here’s a deeper dive into this topic. >>
AI Content Creation Should Interest and Scare You
I’ve been following developments around AI copywriting for some time. I definitely think things are more advanced than anyone wants to admit.
This article compares AI copywriting with the history of algorithms in human writing.
And it also reaffirms that machine learning is pushing AI into a position to possibly take over marketing tasks in the future. “Human raters can’t guess whether some of the computer’s fabricated news articles are the work of a person or a machine much more than 50 percent of the time.”
Read it here. >>
That's all for this week.
It's Q4, typically a pretty insane period for most industries up until mid- to end of December. I hope you find some time to rest and enjoy yourself. Definitely my goal for the next few weeks!
Until next time!
Chantelle
P.S. I've launched a new Instagram to gather all the cool marketing examples I find - would love to connect with all of you there!
Bonus Content
ICYMI: Here's my interview with former Jive Records marketing executive Kim Kaiman, discussing the strategy behind building Britney Spears' brand back in the Hit Me Baby days. [READ MORE]
Influencer marketing reflects a bigger issue with diversity and inclusion on social media. [READ MORE]
Here’s the story of how Lil Nas X, a very young upstart in the music industry, has managed to create a marketing strategy that allows him to dominate the Billboard charts and pop culture scene. [READ MORE]
Article for Adweek that goes into how TikTok is changing the way consumers and brands interact and have conversations on social media. [READ MORE]
Applying to jobs is a broken, exhausting process on all sides of the experience. There are tons of job postings, but it’s just as hard as ever to have a good hiring and application process with the majority of companies. [READ MORE]
And a Fun Marketing Example...
Netflix provides a master class in social media marketing across all channels. Here's a clever LinkedIn post they shared several days ago.
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