The guys get into a pretty passionate debate, with Kevin & Paul being on the side of organic social engagement while Jason is on the side of paid social engagement.
But first Jason talked about some of the updates on Klaviyo and its predictive analysis.
The technology they have been implementing is absolutely amazing and Jason brings up examples of experiences with our clients where the new features have really helped them build strategies and even predicts when a client will make a purchase to the exact day and even amount.
Jason, Kevin, and Paul then start the debate of paid vs organic social media engagement with Jason mentioning that Instagram will be changing their algorithm and that organic reach will basically be zero from now on.
Paul and Kevin argue that it is important to build an organic following because it helps connect with your brand and allows people to find you naturally and discover you solely based on their interests.
Jason argues that with the Facebook and Instagram algorithms, you will not get shown content unless you actively engage with it. So unless someone constantly goes to your page, they will not be fed your content. Once they stop engaging with you, the algorithms will stop showing you and the amount of following you have will no longer matter. Jason even brings up examples where people have a huge following on social media but their engagement on their posts is incredibly low.
That is why he argues that it is better to have paid engagement because you get to chose who and how many people to put your brand in front of regarding of how many followers you have.
Paul counter-argues saying some people do not gain those massive amounts of followers organically, which results in low engagement on posts. If followers are gained honestly and organically, engagement should be high.
Kevin supports Paul by stating that constant content is the best way, in his opinion, to grow a brand without necessarily spending money.
Both sides agree that the best strategy would definitely include a combination of both.
In conclusion, it is important to understand both sides of the debate and the strengths and weaknesses of both. Depending on what you are trying to achieve, it may be better to take on approach over the other.
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