The Power of Social Media

It's all about the platform...

Social Media Post

Social media platforms are among the fastest growing technologies in recent years, with forerunners such as Myspace and Facebook leading the way for more recent applications such as Twitter and Instagram, the instant connectivity across the entire world is an opportunity for you to spread the word about anything you wish, provided you have the right means.

It is this power that can really make or break organisations marketing, used correctly, you can reach more and more people every day, used incorrectly, you can find yourself gaining an unwanted reputation for your online presence.

It is all about utilising certain platforms for what you want to communicate to your audience and knowing which site/application to use for said audience.

Recent research shows the average user age for Facebook now is 30+, which would make sense following its debut in 2004, and the main users from that year being in University (18+) would still be using it today, whereas Instagram’s average age sits around the 18-25 mark, so appealing to a younger audience is far easier through that platform.

However, new algorithms and services through Facebook have made it harder to promote your business and make your posts seen by a larger audience. In the past, everyone you were friends with (or if you were a business, everyone who liked your page) could see your posts, and vice versa, but now it tends to work off who you interact with more, Facebook then tailors whose posts reach you, and more importantly, who your posts reach. If you notice that all your posts are being liked by the same people, it is this new algorithm in full effect.

Facebooks way around this is boosting your posts, which, surprise surprise, you must pay for. £10 will usually increase your post reach by around 10%, so if your post organically reaches 200, your new boosted post will reach 2000 users. But this still doesn’t guarantee social interaction.

There is a theory based off research that explains the level of interaction in marketing and social media that I refer to as 100:10:1.

If you post something on social media, and 100 people see it, 10 people will interact with it, and 1 person will act on what you’ve posted so for example, you post an event on Facebook, 300 people see the event but do nothing, 30 people like the event, and possibly even click attend, but only 3 will likely attend, which shows the importance of getting your content out to a wider audience.

This issue also stretches to Instagram, which now based what you see first on your feed as what you are most likely to interact with/would like to see, rather than its original method of showing all posts chronologically.

Twitter remains relatively innocent in all of this, aside from sending out copious number of sponsored tweets, the way it works has barely changed since its introduction in 2007.

So how does this fit in with Kiwi?

We advertise on all of our social media platforms simultaneously, ensuring that all users on all platforms would see the same post at the same time, however some offer better interconnectivity with other sites than others, however due to the new ways that these social media platforms work, even if you had Facebook, Twitter, and Instagram open at the same time, you may not see them all simultaneously.

In short, with new systems in place, pay to display advertising and boost post services, social media marketing is becoming tricky, but still remains one of the most if not the most effective and efficient way to market your content in the modern world, and to truly succeed you must develop a good online presence, audiences connect better with content and channels that engage with them on a personal level, which is why I put up posts that I write myself every couple of weeks, post pictures of real people in the workplace, and show the human element within the company.

Max Gifford
Digital Marketer Apprentice


We would love to hear from you. Please leave your details here and we shall be in touch within two working days of your enquiry.