What Happens When Newcomer Adventure.com Pays to Play on Twitter and Facebook
Skift Take
Whether acquisitions and engagement are organic or paid, the performance still boils down to quality content.
How does a newly launched venture stand out among influencers who post about captivating moments and brands that have an army of content producers and curators, strategists, and marketers on social media?
Adventure.com is a lifestyle travel provider that is not bashful about leaping into social advertising to be seen. A week after its June 2014 launch, the three-person team -- now a five person team -- bought ads on Facebook to promote its Page for Page Likes and boost its posts for engagement. And the following week, did the same on Twitter. Since air time equals money. The team is careful about managing ad spend because the costs although small in units, can shoot up rapidly.
Building a community is difficult at the onset and organic posts do not have the same potential to b
