Should I Pay for My Social Media Content? Unpacking the Power of Investment in Digital Marketing
In my career in marketing, I’ve nurtured a steadfast belief: the superior quality of marketing materials invariably leads to better outcomes. This isn’t just a baseless theory; it’s a conviction born from experience.
The “Oh Shiny” Effect
First, high-quality content grabs attention. This “oh shiny” effect is crucial. When your product shines through captivating content, it naturally diverts customer attention toward what you’re selling.
The Investment Insight
Here’s a fundamental insight that’s always resonated with me: How can customers be expected to invest in a product if the company itself hesitates to invest in quality advertising, especially for high-priced items? This reluctance could signal a lack of confidence in the product, discouraging potential buyers.
The Social Media Algorithm Challenge
A major hurdle is the nature of social media algorithms, which favor entertainment over quality. This means entertaining content gets promoted, while purely informative content does not. This understanding initially seemed to debunk my theory, until I ventured into paid advertising.
The Turning Point with Paid Ads
When a client from the bar industry sought new strategies to attract customers, I proposed a focused approach. We decided to enhance sales on a specific day of the week. Initially, we used an available, average-quality photo of drinks at the bar. The results were moderate, but then we shifted to using professional photos of the musical guests, which was our unique selling point.
Results and Analysis
During the first week, we set our key performance indicators (KPIs) on reservations and sales. Interestingly, we found that regardless of the number of tables reserved, sales remained roughly the same. However, in the second week, with the introduction of high-quality photos, both sales and table reservations tripled.