Relevance of Reach: What’s More Important?

Featuring: ASOS, Renault and P&G

A question on a lot of people’s mind on social media is “how do I get 1000 fans on Facebook?” My opinion – likes don’t matter. And to be honest, I think unless you’re selling niche products Facebook isn’t your platform either.

Create engaging content and follow the right strategy, fans will grow. If you don’t focus on what people want, you’ll never reach your potential likers anyway.

When brands first cottoned on to the power of social media to market their products and services, they became obsessed with fans, followers, likes and retweets. Some businesses even hired agencies to buy in fans and followers in a bid to boost brand presence.

What good is having 1000 followers if it doesn’t translate to sales and a revenue boost?

For consumers to buy into a product or service they need to engage with it on an emotional level. They need to believe in its value. To do this, brands need to tap into smaller, targeted audiences with content that is genuine and relevant. This will build brand loyalty and a community, not just brand awareness.

According to Celina Burnett, head of marketing analytics at ASOS, the key to success in social and digital channels is about “achieving a balance between mass reach and targeting“.

Focus your content marketing efforts on creating content that taps into people’s needs and desires, rather than mass marketing messages that will probably reach a lot of people but not be relevant to them.

But – don’t dismiss reach altogether! Last year Procter & Gamble, the biggest advertising spender in the world, announced their sales had dropped due to them targeting particular customers too much. They said Facebook had “limited effectiveness” and I have to agree with them.

Marc Pritchard, P&G’s chief marketing officer, said the company realised it took the strategy too far: “We targeted too much, and we went too narrow,” he said in an interview, “and now we’re looking at the best way to get the most reach but also the right precision.”

Renault has announced they’re putting half of their media budget into targeting consumers not actively looking for a car, with intentions of making the brand more relevant and meaningful to consumers.

So, reach is important if you have products suitable for everyone or if you’re a startup, to get the word out. But overall, relevance is key!

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