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Social Media is now Pay to Play

Inlumino Communications - Pay to Play social media

Earlier this year I posted about Facebook Page Posts getting little engagement and shared some tips about how to reach your audience. In “Help! My Facebook posts aren’t reaching anyone!” I shared 4 tips on how to improve your chances of reaching your audience:

Reach your Audience!

Make your posts timely and relevant

Build credibility and trust with your audience

Ask yourself, “Would people share this with their friends or recommend it to others?”

Think about, “Would my audience want to see this in their News Feeds?”

Jeff Bullas recently commented on the same issue. Essentially, social media began as a great way for people to connect, but once these platforms discovered that their audiences could be advertised to by everyone from Coca Cola to the garage band around the corner, the implications for the platform’s use changed forever.

The final paragraph of Jeff’s post pretty much sums it up:

Digital marketing is a multi-discipline ecosystem that requires an understanding of how it all fits together. Search, social, email, content and automation technology all need to be in the mix. The old social media we all knew was exciting. But it has evolved. It had to. You just need to adapt.

What to do!!??


  • Email marketing is not going away anytime soon.
  • Invest in a digital marketing automation platform to do more with less.
  • Re-purpose content onto other networks. Take your best posts and publish on Linkedin, Medium, Flipboard and even Slideshare.
  • Pay for social media traffic. But don’t do this unless you can measure the cost of leads and sales.
  • Don’t aim for the quick fix. The digital marketing game is not a sprint… is a marathon.
  • Create pillar content around your key phrases you want to be found for on a Google search. Digital marketing is an asset build.
  • Work with influencers and collaborate with joint venture partners.

 Pay to Play Case Study:

DB Property is a commercial property agency specialising in property in Sydney’s CBD fringe: Surry Hills, Darlinghurst, Redfern, and Glebe. DB Property approached Inlumino Communications to implement a 2 month Facebook promotion in order to improve their online engagement.

The DB Property Facebook campaign ran over January and February 2016 and, using a mix of organic posts and paid advertising and boosting, their engagement increased and  their overall page Likes went from 412 to 707.

Part of DB Property’s social media strategy involved sharing curated content about commercial property as expected, but also included sharing content regarding Surry Hills. New restaurants, community events, and reviews of local shops and cafes in Surry Hills was shared to increase local engagement and provide a point of difference. DB Property’s sale and lease listings were posted and promoted to increase reach. Paid ads were targetted geographically and demographically to appeal to DB Property’s target market: City fringe located business

Results: Promoted posts received on average 41 likes and 17 link clicks, driving traffic to DB Property’s listings. Promoted posts, combined with Facebook page promotions, delivered 305 new Likes in just under two months.

Pay to Play, but don’t ignore organic content.

Putting some money behind a killer blog post or a great video is great, but don’t think that doing so negates the need to continually produce and share content across your profiles. Paid boosting of posts may get a large amount of interaction, but a truly engaged audience demands regular content that shares key messages and demonstrates your organisation’s personality.

Spending something is better than spending nothing, especially if its some content you’ve put a lot of effort into. Even if you’re not rolling in a bucket of money, putting $5 towards promoting a post will get a response.



Inlumino Communications is a PR, content marketing, and Social Media consultancy servicing SME clients from a variety of industries.