“We've seen in the last two years an increase in the amount of social advertising... social networking sites are getting more diverse in terms of the different ad products that they offer," Polk said.
This in turn, drives the necessity for advertisers to pursue paid options on these platforms.
"Facebook has essentially said that content without advertising has a significantly lower chance of being seen, so if you want to make sure your content is being seen on sites like Facebook, it's becoming table stakes," Polk said. Marketers also have to make sure content is being seen by the right people at the right time.
