As a fantasy sports business, you understand the importance of social media within the industry. It’s where your customers live and breathe on any given game day, regardless of the season. It’s where they go for late breaking injury news, last minute lineup scratches, and sleeper picks chosen exclusively for your social followers. But if you think your social posts are hitting the timelines or feeds for all of your fans or followers every time you post, think again.
Social media has changed drastically over the past year or so. You see, reaching your followers organically on Facebook is no longer a strong option. Your tweets are being lost at a higher rate than ever before. And social platforms are getting smarter, formulating advanced algorithms to cut out distracting noise that used to clutter streams. In the end, it’s getting increasingly difficult to get people’s attention. That is, unless you’re ready to pay to play.
Paid social is booming. It’s estimated that $8.4 billion was spent on social media advertising last year. And as social channels continue to allow stronger audience targeting, that revenue number is only going to skyrocket in a relatively short amount of time. If you’re not already investing in paid social for your fantasy sports business, here are seven reasons why you should.
Paid social won’t break the bank
Look, don’t get us wrong. Digital marketing costs money. And quite frankly, there’s some risk involved in any type of marketing campaign. But paid social is a great starting point where the risk is less, the results are measurable, and the investment can be minimal. If you’re working with a modest marketing budget, social media ads are the way to go. In many cases, the average cost per click for social ads pertaining to the fantasy sports industry can be 35-40 percent lower than the cost per click in an AdWords campaign.
Target the “popular kids”
Paid social ads give you the opportunity to target a specific group of people that are guaranteed to be interested in your product or service. All social platforms give you the opportunity to target specific demographics based on gender, location, interests, income, education, etc. And not only can you target specific people with your social ads, you can create content for a specific type of user and promote directly to them.
Targeting can go well beyond user demographics. You can now advertise to your own followers, your competitors’ followers and even “like audiences” to your current followers. Bottom line, your message is sure to hit audiences that are more likely to convert.
Paid social is mobilized. And mobile is good. Very good.
Ever noticed how often you check your smartphone? Seriously…how many times a day do you pick up your phone to check text messages, email, or…your social accounts? You’re not in the minority. In fact, according to MarketingLand, total activity on a mobile device accounts for 60 percent of digital media time in the U.S. And from a social media standpoint, nearly 80 percent of social media time is now spent on mobile devices. And if you’re targeted millennials (and who’s not?), comScore says that they spend almost an hour a day on Facebook’s mobile app. As a digital marketer, you need to be where your audience spends a lot of time. And as it stands, that’s their smartphone.
And what’s even better is that mobile social ads look great. They integrate nicely into social feeds and capture the attention you want.
Organic social reach sucks
A recent Forrester study points out that organic social content only reached about 2 percent of followers. And that number continues to dwindle year over year. There’s a lot you can do to help improve your organic reach, but unless you can leap tall buildings in a single bound, nothing compares to the reach of paid social posts.
Get this. Facebook’s promoted content functionality allows your fantasy sports business to reach more than the 16 percent of your fans than you would reach organically.
Feeling a little lazy? That's okay. Paid social ads are easily scalable
There’s nothing wrong with copying success. Once you’ve created a paid social campaign that works, it’s extremely easy to increase your daily ad spend or add a targeted audience. Replicating an ad is quick, usually with one click of the mouse.
Get more info on your peeps. Data, data and more data
Ever try to get data on the followers engaging with your organic posts? It’s not impossible, but it’s certainly not easy. It usually involves painfully researching the follower through their profile information. And if you’re a B2B fantasy sports business, you’re having to take even more steps just to get a company name they’re associated with.
The social media outlets know how to dangle a nice data carrot in front of you. Once you advertise, you get access to a lot more information, including location, gender, and time of day they engaged. All this information can be transferred to your CRM system, email marketing platform or any other marketing effort. It can also help you tweak and improve your future ads.
How about some brand awareness to go with your social experience?
Brand awareness is so important. Did you know that 69 percent of millennials say brand recognition is the main driver of brand loyalty? Whether someone clicks on your paid social ad or not, every impression your ad gets is a step in the right direction. The more people see your brand, the more they become familiar with your lineup optimizer, DFS contest or fantasy news organization.
Need help with your paid social campaigns? Contact FantasyMeter today at firstname.lastname@example.org or (817) 729-8771.