Socialbakers have released some interesting stats around social promotion of poor posts versus companies best ones.
The facts are striking - many marketers continue to promote their worst performing content day in day out without understanding the costs associated. 100% higher CPC, 18% CPM, more negative feedback, less interactions and 7x less viral.
Crazy to me that many marketers today are still not data-centric when it comes to social media and continue to invest in areas that have not proved fruitful historically.
Our data have also shown that promoting D-grade posts has a number of costs attached to it (compared to A-grade posts): 100% higher CPC (cost per click) 18% higher CPM (cost per 1,000 impressions) 4x more negative feedback 2.3x fewer interactions with the same reach 7x less viral