I know it’s not necessary to convince you of the importance of social media. What with 2.31 billion active social media users (and 1.97 billion mobile social media users worldwide), social is a very popular channel and your company is surely already active on it. Social networks constantly update their algorithms, trying to provide users with better experiences (i.e. less promotional content and more posts that are deemed relevant to what the user wants to see, read, and engage with.) This means that marketers need to do more than just rely on organic posts. There is too large a likelihood of such posts not being seen by your brand’s entire targeted audience. Paid promotion gets your social posts seen by your intended audience.
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