Joe Meloni

A report from AYTM Market Research found that companies using social media marketing can distinguish themselves by sharing content rather than using ads. More than 53 percent of respondents said they see too many ads on Facebook, which has become a point of frustration for many.

While more than 35 percent of respondents said they are somewhat likely to click on ads, 64.3 percent said they are unlikely to do so. In general, social content generates the most positive feedback when it comes organically from a brand users have opted into following. With users now able to share ads they found useful, the likelihood that another user clicks on paid content is expected to increase. Still, using original content, whether in the form of an infographic or link to a website article, can help drive exposure and site traffic.

Pairing ads with paid content can help marketers improve their audience targeting capability, but using just paid content may not yield many benefits for the organization.

Brafton recently highlighted a report from Social Fresh that found marketers using paid content have found value from these efforts aside from driving conversions. Based on the users interacting with the ads, companies have been able to successfully tailor various marketing efforts for their target audiences more effectively.

Additionally, using data to create compelling social content and share it with the right audiences has helped businesses improve conversions driven by social content. Brafton cited data from comScore that said 4 percent of prospects exposed to organic social content converted within four weeks, compared to 3.3 percent of those who had not seen the content.