Many businesses underestimate the true value of social media in their revenue streams, often because they can’t easily track its direct impact. Recent research from NP Digital reveals the significant consequences of abandoning social media strategies, even for established brands with substantial followings.
The study analyzed 16 companies with over 100,000 followers who ceased posting on social platforms. The results paint a concerning picture of how quickly digital presence can deteriorate when neglected. Within just two months of stopping social media activity, these companies experienced a dramatic 62% drop in organic social traffic. Even more alarming, by the six-month mark, they had lost nearly all their social traffic—a staggering 96% reduction.
The Deceptive Revenue Lag
What makes this situation particularly dangerous for businesses is the delayed impact on revenue. According to the findings, most companies initially saw minimal changes in their revenue figures after stopping social media activities. This created a false sense of security, leading many to believe their social media efforts weren’t driving significant business value.
This revenue lag represents one of the most misleading metrics in digital marketing. Companies often interpret the initial stability as proof that social media isn’t contributing to their bottom line, when in reality, they’re witnessing the gradual erosion of their digital momentum.
The research suggests that social media builds a cumulative effect that supports revenue in ways that aren’t immediately apparent in attribution models. When businesses stop posting, they don’t immediately lose customers—they lose future customers as their digital presence fades.
The Attribution Problem
One of the primary reasons businesses undervalue social media is the difficulty in tracking its direct impact on sales. Unlike paid search or email marketing, social media’s influence often spans multiple touchpoints across the customer journey, making it challenging to attribute conversions properly.
Common attribution challenges with social media include:
- Multiple touchpoints before conversion that aren’t properly tracked
- Brand awareness and consideration phases that don’t show up in last-click attribution
- Cross-device journeys that break tracking chains
- Word-of-mouth referrals stemming from social content
These tracking limitations lead many businesses to make decisions based on incomplete data, often to their detriment.
The Momentum Factor
Perhaps the most valuable asset social media builds is momentum—a compound interest of sorts in the digital marketing world. Consistent posting creates an audience expectation and engagement pattern that supports other marketing efforts.
When companies stop posting, they create a vacuum in their digital presence. As the NP Digital study shows, this vacuum doesn’t remain empty for long. Competitors who maintain active social presences quickly fill the void, capturing attention that once belonged to the now-silent brand.
The research demonstrates that social media silence effectively hands market share to competitors. When a brand stops communicating, it doesn’t just lose visibility—it actively creates space for competing voices to reach its audience.
Maintaining Digital Presence
For businesses concerned about resource allocation, the study offers a clear warning against completely abandoning social media efforts. Even reduced posting schedules are preferable to complete silence, as they help maintain some level of momentum and visibility.
The findings suggest that businesses should view social media as a long-term investment rather than a campaign-based activity. The value builds over time, creating a foundation of awareness and engagement that supports revenue in ways that may not be immediately apparent in attribution reports.
The research serves as a reminder that in digital marketing, what you can’t directly measure can still significantly impact your business outcomes. Social media’s influence extends beyond direct conversions to shape brand perception, support customer relationships, and maintain market presence—all factors that ultimately contribute to revenue.
Frequently Asked Questions
Q: How quickly does social media traffic decline after stopping posts?
According to the NP Digital study, companies lost 62% of their organic social media traffic within just two months of ceasing posts. By six months, the loss increased to 96%, showing how rapidly digital presence can deteriorate without consistent activity.
Q: Why doesn’t revenue immediately drop when social media posting stops?
Revenue typically shows a delayed response because social media builds momentum over time. Existing customers and those already in the sales pipeline continue making purchases initially, creating a false sense of security. The real impact comes later when the pipeline of new prospects dries up due to decreased visibility.
Q: How can businesses better track social media’s impact on revenue?
Businesses should implement multi-touch attribution models rather than relying solely on last-click attribution. Additionally, tracking brand lift metrics, monitoring changes in direct traffic alongside social activity, and conducting controlled tests (like the one in the study) can help quantify social media’s true business impact.
Q: Is it better to reduce posting frequency or stop completely if resources are limited?
The research strongly suggests maintaining some level of posting activity rather than stopping completely. Even a reduced posting schedule helps maintain some digital momentum and prevents competitors from completely filling the void left by your absence.
Q: Does this apply to all industries or just certain types of businesses?
The study included 16 companies with substantial followings (over 100,000) across various industries, suggesting the findings have broad applicability. While the specific percentages might vary by sector, the pattern of traffic loss followed by eventual revenue impact appears consistent across business types.
