Organic Reach and Paid Performance In A World Of Ad Blockers

organic reach on social with ad blockers

The average person spends almost 3 hours per day on social media where they interact with the content from the accounts they trust. The problem is that while they’re able to interact with and consume content they care about, there’s also a barrage of ads being shown for things that they may or may not care about. Granular audience targeting, remarketing, and matched audiences have made it all but impossible to avoid becoming the target of an ad on social media.

That’s when ad blockers come in to help. People want to enjoy their time on social without feeling as though they’re being harassed and constantly advertised to like they are everywhere else in daily life. Ad blockers let consumers experience social media how they want to experience it, which in some cases, is free from your ads.

If ads are being blocked, however, how are you as a marketer supposed to present your brand to consumers?

Organic reach and paid performance have to be adjusted to ensure that you’re breaking through the barriers and placing your brand or products in front of your target audience.

Why People Love Social Media

There is a strong amount of psychology behind why people love social media. It’s a chance for them to put the best versions of themselves in front of the world. Additionally, they can follow along in the lives of their friends, family members, and even athletes and celebrities. 

Some users are posting and creating unique content, and sharing comments, while others are silent followers, looking to see what others are posting. Social media allows the average person to consume the content they care about, from people who matter to them. They can consume their feeds at their own pace, and with whatever level of community interaction they prefer.

Ads Disrupt the Social Media Experience

Ads can disrupt the social media experience for individuals. One minute they’re reading about their friend’s personal experience and the next minute they have clothing ads being shown to them, auto-playing videos for social issues, and targeted ads reminding them they left something in their cart on another site. They just got done finding out about their favorite musician releasing a music video and before they can watch it, they have to watch an ad first.

When people get frustrated by the disruption, they unsubscribe from brands they might have previously followed. They ask not to see the ads. Then, some eventually install an ad blocker so that they don’t have to deal with it again.

Ad blocking has grown considerably in the past few years. In 2015, Adobe published a report with PageFair that showed ad blocking was at 48 percent in the US and 41 percent globally. It has been on the rise ever since, identifying that nearly half of consumers within an intended target audience may not be seeing the ads that are meant for them. This is leading to fewer impressions and reduced ROIs.

Achieving the Balance

Social media is dependent on achieving a balance between the individual and the advertiser. The popular networks have to keep people engaged while still making money.

Individuals don’t want inauthentic, abrasive advertising clogging their feeds, yet the advertisers feel the need to continually run ads to connect. Further, the networks want to continue to sell the ad space so that they can continue to collect the revenue that is vital for their operations. With an ad blocker, it closes a number of windows. Advertisers don’t want to spend the money if they’re not getting the number of impressions that matter.

A window of opportunity that opens is the ability to place sponsored content in the personal feeds of influential people who are followed by your target audience. It ensures that the ads aren’t blocked and that they’d learn about your brand or product; most users are not about to unfollow their favorite athletes and celebrities. It can tip the balance back into your favor while allowing you to communicate with your target audience while ensuring that they’re not being bombarded by unwanted ads.

Break Through Ad Blocking with Sponsored Content

Whether you call it sponsored content or influencer marketing, distributing your message in the channels of influential people allows you to overcome the downfall of ad blocking. If you feel as though you’re not getting the same ROI that you used to get with Facebook Ads or ad space purchased in other social networks, it may be time to see what influencer, athlete, or ambassador marketing can do for you.

We’ve seen the posts. Celebrities promote clothing lines. Athletes introduce their favorite products. Influencers share info about an event that resonates with their fans. This works because celebrities engage with their audiences 10 times more effectively than brand-owned accounts. It’s about establishing trust. If people like a particular celebrity or influencer and they’re talking about a brand or a product, then it must be worth listening, right?

The influencer marketing industry is set to grow considerably over the next few years. The industry is worth millions (and growing) as major brands like Chipotle Microsoft, and others have shown proof of concept, producing massive results from celebrity endorsements and posting in B2C and B2B markets.

It’s possible to see elevated results when you use carefully crafted endorsement and sponsorship tactics. This begins with finding the right influencer. Just because someone has over 1 million followers doesn’t mean that those followers are the right audience for you. There are many vanity metrics to be fooled by, too. The number of followers doesn’t matter so heavily as the authentic reach and engagement that an influencer has. The three Rs can guide you tremendously –

  • Reach
  • Relevancy
  • Relationship

When an influential individual has a strong reach, they’re relevant to your brand, and they have a strong relationship with their audience, it can lead to better engagement with the product of yours that they ultimately promote.

By pairing a quality brand-influencer connection with content that is both effective for your brand and authentic to the individual, you’re on the path to break through the noise. Your media and messaging will be more effective than ever before, reaching users in a channel they know and trust. 

Influencer and ambassador marketing may not be one-size-fits-all, and it may not be as simple as building ads in your preferred social platform. But when the fit is right, the results speak for themselves.

Expand Your Reach With Sponsored Content

If your brand has been “hitting the wall” on social media and feeling the impact of ad blockers, maybe it’s time to take the organic route.  See what getting your content into the feeds of influential people can do for your ROI. Get a conversation started here today.

Related Content

The State of Sponsored Social

Get the full breakdown on 36,000 branded Instagram posts published on behalf of more than 3,200 sponsors in sports