Unmetric’s paid post detection uncovers the competitive value of promoted social campaigns which enables brands to optimize their social advertising spend and content performance.
Unmetric, today rolled out paid post detection within their suite of social benchmarking tools. The new feature provides marketers with a breakdown of any brand’s paid vs. organic Facebook and Twitter content, and the power to observe and compare audience engagement from post to post. The detection aspect is especially significant for Facebook because promoted posts aren’t publicly flagged.
“We started by analyzing the audience engagement of thousands of paid and organic posts from hundreds of brands,” said Aswani Yeraguntla, Director, Predictive and Business Analytics for Unmetric. “We then applied machine learning algorithms to capture the patterns in the data and to build our prediction engine that can sort paid and organic posts with 96 percent accuracy. However, we go beyond the numbers and provide insights that help marketers compare their own internal paid and organic content, as well as benchmark performance against industry competitors and other brands succeeding with social advertising.”
Salesforce’s 2015 State of Marketing report revealed that 70 percent of marketers planned to ‘substantially’ or ‘somewhat’ increase spend this year on social media advertising and marketing. With its social intelligence tools such as Paid Post Detection, Unmetric is well positioned to provide marketers with data to budget and plan for paid content. For example, paid posts tend to impact fan counts much more than organic and hence may be good to adopt if the objective is to increase the fan base.
“The sun has set on the days where brands could depend purely on organic content to reach customers,” said Lux Narayan, CEO of Unmetric. “Our brand and agency clients told us that planning and budgeting for paid social content was one of their biggest issues today, and we responded with a product that provides actionable data essential for social media marketing success.”