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To develop a successful social media marketing strategy, it is crucial to learn a significant concept: social media platforms, despite not being commonly perceived as such, are essentially businesses.

And like any other commercial endeavor, their primary aim is revenue generation.

Currently, signing up for and utilizing any social media platform is free, including actions such as sharing links, posting photos, and commenting.

So, how do these companies generate revenue if their services are free?

The answer is simple: through paid advertising.

This idea originated from Zuckerberg’s team’s efforts to monetize Facebook’s expanding user base during the early days of 2007.


Just as Google did on October 23, 2000, when they launched AdWords, now known as Google Ads.

Hence, paid advertising unveils the primary objective of social networks and the key to a highly effective social media marketing strategy: keeping users engaged and active on the platform.

Why is this important?

Because the longer people spend on these platforms, the more exposed they are to advertising, resulting in increased revenue for social media companies.

This mechanism shares similarities with television.

Just as television channels pay for highly viewed programs by inserting profitable commercials during broadcasts, social networks reward users who create captivating and widely viewed content by enhancing their visibility.

Therefore, the fundamental rule of social networks is simple: engaging content is rewarded.

If the content is interesting, people will remain on the platform, consume more content from the same user, view more ads, and generate more revenue for social media companies.

This is the genuine reason why entertainment content is the most profitable, as I explain in the blog post How to Grow Your YouTube Channel.”


Guess who is the most glaring example that supports this concept?

That’s right: MrBeast, the YouTuber with the most subscribers in the world, which creates videos that defy all logic.

According to Forbes, MrBeast earns more than $54 million per year (although this figure includes earnings from all of his YouTube channels and other sources of income, not just YouTube advertising).

Now, the question arises: as an entrepreneur who sells products and services – often very boring – how can you leverage this principle?

What should you post on social media to captivate, entertain, and retain users while simultaneously trying to sell them your products/services?

I will explain everything in this blog post.


Worst Social Media Marketing Mistake


When it comes to social media marketing, 99% of entrepreneurs worldwide make a colossal mistake in managing their own profiles.

This error alone causes them to lose credibility, authority, and reputation, and compels their Facebook friends and followers to politely mute their profiles (because unfriending them or telling them “I’m tired of you!” outright can feel hurtful).

This is why entrepreneurs often have zero comments, reactions, likes, and shares under their posts.

What is this mistake?

Trying to sell their products or services directly through a post on Facebook:

“New arrivals! Bolts at $1, hurry up!”

Such a post not only fails to work, but it also makes you look foolish and embarrasses your friends, who see you as a loser.

“Poor thing, he/she started being an entrepreneur, and it didn’t work out. Look what he’s forced to write… I’m so sorry for him/her…”

Sorry if I’m being extreme, but that’s exactly how it goes.

Now, I will show you some examples that I randomly took from my friends on Facebook.

These examples are written in Italian, but I believe you will still be able to grasp the concepts.

First example of a mistake in social media marketing
First example of a mistake in social media marketing.

The first example is of a female friend of mine who tries to sell beauty products (or I’m not sure what they are).

As you can see, there are zero likes, comments, or shares.

We all know that comments, likes, and shares don’t necessarily equate to money, but this complete lack of engagement shows that nobody is interested in these products.

Or rather: it shows that the way my friend is attempting to sell these products is the wrong method.

Second example of a mistake in social media marketing
Second example of a mistake in social media marketing.

This one is even worse: a post from a real estate agent that still has no comments, likes, or shares after 17 hours.

He’s probably been muted by all of his friends.

Third example of a mistake in social media marketing
Third example of a mistake in social media marketing.

Lastly, this is another female friend of mine who has opened a shop in the city center.

This photo was posted one day before I took the screenshot, and as you can see, it received only three likes (from three men just because she’s a beautiful girl).

But her target clients – new mothers with newborns – didn’t even see her post.

Conclusion

Can you tell me what the likelihood is of selling products or services through simple, free posts on Facebook?

The answer is zero.

Why?

Because our friends are not our customers.

They are not actively searching for what we sell.

Sure, someone may purchase due to the law of large numbers, but I cannot hope and wait for someone to say, “Let me think… maybe today I need Alessandro’s blog posts…”

Hope is not a good marketing strategy.

So, if you’re doing this, stop promoting your products on Facebook because it’s counter-productive.

A significant portion of your friends may have already muted your profile.


Buying Followers…?


Buying followers is another one of these common (and huge) mistakes in social media marketing.

Although there are various services available, both serious and not so much, that offer to sell you followers and Facebook friend requests, it is not a recommended approach.

It’s not just a matter of ethics, because I like shortcuts where they are legal and don’t cause problems for anyone.

The point is that buying followers goes against the policies of social media platforms and can result in your profile being penalized by their algorithms.

I have tried it as well, so I know what I’m talking about.

The followers that are bought are bots – fake profiles that will not interact with your content.

You will have many followers, but no likes or comments, and this is not well-received by Instagram and Facebook.

Instagram and Facebook expect that genuine users will spend some time reviewing your content before deciding to follow you, which holds true for most people.


They also expect likes and comments on some of your posts.

If, instead, you purchase bots, the opposite happens: bots arrive on your profile, they immediately and automatically click the “Follow” button, and they leave your profile after less than two seconds without taking any action (likes or comments).

It is not difficult for social media to understand that these followers are all bots and have been purchased.

The more you purchase, the more social penalize your profile through “shadowban:” Your profile is not banned or removed from social platforms, and your content is not deleted, but it is made inaccessible to other users or a portion of them, or not displayed in search functions and highlighted news feeds.

Getting back into the good graces of the algorithm is very difficult, if not impossible.

Just by buying 500 followers like this, your profile will be gone.

I speak from experience.

So, you need real followers and friends who watch your content, respond to your stories, and respond to your CTAs.


An Italian Scandal in Social Media Marketing


To conclude this introductory blog post on social media, I want to share an anecdote about why you should never buy followers.

Some time ago in Italy – the land of liars – there was a self-proclaimed Instagram guru who boasted of possessing a secret algorithm that would turn an ordinary person into a celebrity with millions of followers on Instagram.

Now, this is already absurd for anyone with even a basic knowledge of computer science because there are no secret algorithms that guarantee success on social platforms, but several people fell into this shameful trap.

This “secret algorithm” was nothing more than inflating the profiles of the victims with bot followers from the most remote corners of the earth, making the unfortunate person believe they had become famous.

The result?

Instagram shadowbanned all the profiles of the unfortunate individuals (forcing some into significant losses, as influencers who earned from posts and affiliations), and the so-called guru in question is currently facing multiple legal cases that would make a mafia boss blush.

If you’ve been following my blog for a while, you know how much I love to provide sources for what I say; in this case, I prefer not to do so because I wouldn’t want to get a defamation lawsuit, as the court has not yet issued a verdict on this fake Instagram guru.

Rest assured, once there’s a final verdict, I’ll publish all the links.


Social Media Marketing Strategies

Facebook Marketing Strategy

The ultimate free advanced guide on how to do Facebook marketing: What to post on your Facebook personal profile. ➡️➡️ Read the blog post How to Get More Friends on Facebook.”

Instagram Marketing Strategy

The ultimate free advanced guide on how to do Instagram marketing: What to post on your Instagram profile. ➡️➡️ Read the blog post How to Get Followers on Instagram.”