Chad Pollitt is VP of Audience and Co-founder of Relevance.com, an online publication solely dedicated to helping marketing and communications executives solve their online content visibility challenges. A member of a Forbes Top 100 list, Chad also authored “51 Things Your Mother Taught You about Inbound Marketing.” He has contributed to industry media outlets, including the Guardian, Huffington Post, Social Media Today, Business2Community and LinkedIn.Read All Predictions>
Organic social media visibility for brands is going bye-bye
As many marketers know, Facebook has organic visibility of around 2% for brands in most industries today. And guess what? Back in September, Twitter said they’re going to implement the same model in their algorithm.
It’s no secret that as Facebook’s visibility goes down, their stock price goes up. Decreasing social media visibility for brands is a proven business model that works in social today. And don’t think that Twitter will be the last to make an announcement like this—it most likely won’t.
So why are social media brands doing this? They’re doing this to push us towards native social advertising. They want us to pay for visibility.
Now, as a result of that, there are a couple other trends that are happening today. I believe that we’re going to see an old trend come back to 2015 and that trend is hiring social media celebrities and thought-leaders. If you recall back in 2010, this was a big trend. Also, advocacy software solutions that are starting to sprout up all over the place will become bigger and more popular as well.