The online marketing world is becoming more complicated and broad every day. Pay per click, search engine optimization, cost per impression, influencer marketing, and now social media advocacy. With so many traffic sources and forms of marketing it can be difficult and confusing to determine which way to go and what to expect. So how is social media advocacy different and why should you be using it?
With most forms of marketing, one can assume that the scale and/or reach of a campaign is dependent on the funds available for ad spend and the effectiveness of the ad copy. However, when it comes to social media advocacy, the number of participating advocates and their collective reach on social media effectively replaces the spend factor.
There is no cost directly tied to the scale of a social media advocacy campaign as advocates are not being motivated by payment. Instead, they are participating to support the organization they are affiliated with. The only costs involved are tools, like Fanzee, which allow you to run social media advocacy campaigns at a much larger scale and with greater efficiency. For larger organizations with huge marketing budgets to smaller organizations with little to spare, social media advocacy can offer a significant marketing boost for very low costs.
The average person has about 200 followers on social media. This statistic might seem low, but it should be noted that this includes individuals who are not on social media at all (0 followers). Assuming advocates are regularly active on social, they can be reasonably expected to have anywhere between 500 and 10,000 followers each, or sometimes many more if advocates are well known or famous, such as members of a sports team, musicians, actors, etc. Many organizations best suited for social media advocacy are made up of people popular on social media.
The true power of social media advocacy is unlocked with volume. Getting as many people on-board as possible will inevitably result in greater reach. Even a smaller organization with advocates who are not extremely popular on social media can expand their social reach by thousands with social media advocacy.
Engage & Expand
Beyond simply increasing the initial potential for reach, social media advocacy offers some additional advantages over other forms of marketing. Most significantly, the click-through rate (CTR) on social advocacy posts averages over double that of promoted posts on social. That’s right, double. This can be largely attributed to the fact that social media users are becoming ad-blind, scrolling right past blatant advertisements on the platform. However, posts by the individuals they follow are what they’re on social media to see!
In addition to the greater effectiveness of social media advocacy in terms of click-through and conversions, advocacy campaigns can also be a major jump-start to going viral. Rather than paying to promote a single post by your organization with traditional promoted posts or having a few popular individuals post with influencer marketing, using social advocacy results in unique, but related content from many different profiles at once. This is exactly what the trending algorithms of platforms like Facebook, Twitter, and Instagram look for. If hashtags, links, and keywords are coordinated properly with a tool like Fanzee, advocacy campaigns can get your content trending right away and maybe even go viral!