The latest article by Michael Levanduski from Performance Marketing Insider is titled, “Are You Promoting Social Content Properly?”
Performance Marketing Insider posted, “Over the past couple of years marketers have really embraced the idea of promoting their social media posts. Many of them use the idea that if they take their most popular posts that their existing fans enjoy, they can draw in new fans by simply paying to sponsor those posts to a wider audience. While in theory this can be a good idea, it turns out that it is not nearly as simple as that.
According to inPowered CEO, Peyman Nilforoush, it was found that about 33% of those who click on promoted posts leave the page within 15 seconds of it loading. Clearly they are not becoming engaged, or following the company in the future. To make it worse, less than 25% of all the traffic that comes from promoted posts ends up scrolling down on the page to see what else there is to see. Again, these viewers are not actually helping the company at all, other than in boosting their page view numbers…”