The Social Media Trap: Why Your Business Needs More Than Just Followers

Amy Yaley
Ward Media

Many small and medium-sized businesses believe that social media is the primary marketing tool they should focus on. The common misconception is that having a strong follower base means their posts will be seen by most of their audience. However, the reality is that platforms like Facebook and Instagram are designed to prioritize paid content over organic posts.

For brick-and-mortar businesses, this means that simply posting on social media isn’t enough to drive foot traffic. Instead, businesses need to invest in a broader digital marketing strategy, including programmatic geofencing, which provides measurable results.

The Decline of Organic Reach on Social Media

Social media platforms frequently update their algorithms, making it harder for businesses to reach their audience without paid promotions. Recent data shows just how limited organic reach has become:

• Facebook: According to Social Insider, as of 2024, the average organic reach for a Facebook post is approximately 2.6% of a page's followers. 
• Instagram: The average organic reach rate on Instagram is now 4.0%, better than Facebook, but still reflecting a year-over-year decrease of 18%. 

This means that even if a business has 10,000 followers, and an average organic reach of 1.37%, you could expect to reach 137 people for each post.  For each 137 people, you can estimate an engagement rate of 0.2%.  Math on that works out to 0.27 engagements per post.  This mean you will receive, on average,  one engagement for every four posts.  With these declining numbers, businesses that rely on organic reach alone are missing out on potential customers and spending money on resources on creating content.

The Pay-to-Play Reality of Social Media

Social media platforms are now heavily monetized, meaning that businesses must invest in paid advertising to see significant results. Some of the challenges include:

• Rising Costs: The cost of Facebook and Instagram ads continues to increase, making it more expensive for small businesses to compete.
• Unpredictable ROI: Algorithm changes and audience behavior shifts make it difficult to guarantee ad performance.
• Engagement doesn’t equal Sales: A post may receive likes and comments but may not necessarily translate into foot traffic or sales.

For brick-and-mortar businesses, engagement alone isn’t enough (thumbs and hearts don’t pay the bills). Marketing strategies that directly impact customer visits and purchases are needed..

The Power of Programmatic Geofencing for Brick-and-Mortar Businesses

One effective alternative to traditional social media marketing is programmatic geofencing, a digital advertising tactic that uses location-based data history to target potential customers.

What is Geofencing?

• Uses GPS and mobile location data, from our phones,  to serve ads to potential customers in a specific geographic area, such as an event or other places of business.
• Tracks foot traffic, showing how many ad viewers actually visit a store.

Why It’s More Effective Than Organic Social Media?

• Targets high-intent customers (people who are nearby and likely to visit, people who have visited your competitor or an event).
• Provides measurable results, tracking store visits instead of just clicks and impressions.
• Offers detailed analytics, allowing businesses to optimize their campaigns.

Instead of hoping a social media post (or four) reaches the right audience, programmatic geofencing ensures that ads are placed in front of potential customers at the right time and place.

A Smarter Marketing Strategy: Diversification is Key

Relying solely on organic social media marketing is no longer a viable strategy. Businesses should diversify their efforts by incorporating:

• Programmatic geofencing ads to drive in-store visits.
• Email marketing to engage and retain customers.
• Print and digital advertising to increase brand credibility.
• Search engine marketing (SEM) to capture high-intent searches.

Social media can be a valuable tool, but it should not be the foundation of a business’s marketing strategy. With organic reach shrinking and paid advertising becoming increasingly costly, businesses must explore other digital tactics that provide measurable results. Programmatic geofencing, combined with a diversified marketing approach, offers a more effective way to drive real-world traffic and sales.

The key to modern marketing success isn't about accumulating followers - it's about reaching the right customers through the right channels at the right time. By understanding this shift and adjusting your strategy accordingly, you can build a more effective and sustainable marketing approach for your business.

Amy Yaley is the COO of Ward Media and the co-owner of Apple Capital Marketing & Northwest Swag Works. She can be reached at amy@ward.media.