The Evolution Of Paid Social Media

In 2006, Facebook announced a marketing partnership with JP Morgan Chase.

The following year, ads began appearing on Facebook and YouTube. By 2013, social media ad revenue crossed the BIG B threshold, reaching a whopping $1.5 billion by year’s end. And yet, over the past six years, we’ve learned they were only scratching the surface.

By 2017, the world of paid social media (advertising campaigns, promoted posts, paid search ads) had permeated every channel and platform. In 2019, ad revenue is expected to exceed $100 billion. To put it another way, if social media ads were purchased in fun-sized Snickers, the platforms would have raked-in approximately TWO HUNDRED AND EIGHTEEN BILLION FUN-SIZED SNICKERS over the past twelve months, which comes out to 1.744e+13 calories (which might explain the spike in Peloton memberships).

The point is, paid media has now become the norm. The primary social media platforms have monetized and users must use a paid component to communicate to their follower base, or to recruit new audiences into their base. Companies, individuals, municipalities, and marsupials all must employ some sort of paid media strategy if they want their content to reach more than 8% of their followers. Sad, but true.

The other point is… Sugar Bowl knows paid media strategy. In fact, it’s what we do best. Check us out at, then shoot us a message, then offer us the appropriate amount of Snickers, and then thank us when your content hits all the right people in all the right ways. #GetSweet

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