Social media refers to the means
of interactions among people in which they create, share, and exchange information and ideas in virtual
communities and networks. Social media advertising has become a multi-billion dollar
industry over the past couple of years. These sites are increasingly
being used by advertisers to target
consumers. According to recent reports, social media ad spending came
in at around $2.9 billion in 2014, representing about 58% growth over 2014. Clearly, many companies believe that
advertising on social media is, in fact, worth it and there are a number of
reasons why this is the case.
The first step for advertising to work is to grab the attention
of the audience. It totally makes sense, doesn’t it?
The whole effort of advertising will be useless if no one pays attention to
what you have to say! Then after grabbing the attention, it should persuade the
audience to take a specific action.
But for it to be persuasive, is should be informative. So good advertising not
only attracts attention, but also is persuasive. It has the potential
of improving the business to ruining it.
“Good advertising on digital
platform attracts attention and is persuasive.”
A common mistake,
mostly among smaller companies who think by creating one
piece of content and sharing it across all their platforms, they should get the
same – hopefully great – result on all of them, which doesn’t happen and is
disappointing. Some media channels /websites are
not a good environment to advertising by nature, and/or the medium they’re
currently using for that purpose is not enough. Oh, and this
happens on social media a lot!
One must go up the ladder of engagement! You meet, you
entertain, and then you invite them to visit your website, or Facebook page, or
Instagram account or twitter – depending upon what you want them to see and do
– and you give them a compelling reason to do so. More engagement and then persuasion when you have their attention –
right place at the right time!
If you start an ad by asking for people’s names, phone numbers, and a
bunch of personal questions, or with a “Buy this from us, because We’re
awesome!” message, there’s a good chance you’re making
them skip your ad, change the channel, or ignore it
– if they have no other choice! Oh, and while we’re on this, you know what else
is as annoying as this? The subscription pop-ups
on websites when they appear as soon as you land on
a page and block the whole content! I mean I haven’t freaking read it yet! Give
me like 20 seconds to figure out what the hell the ad is about! Then I’ll find
a way to subscribe.
Sites such as Facebook gives advertisers options
such as promotes posts, sponsored stories, page posts ads. To advertise
on Twitter there are promoter tweets,
trends, and promoted accounts that show up on users newsfeeds. For
advertising on YouTube there are branded channels, promoted videos, an in video advertising. Each
social media platform appeals to different
demographics, so one ad for all platforms is going to fall flat. Varying your ad
within each platform will also let you
test so that one knows what appeals the most. The target-users use varying
social media platform for different purposes, and pay different types of
attention to different types of content on different platforms. For example: on
Reddit or on Twitter, people tend to read more so one can incorporate more text
in ads, but not on Facebook. On Instagram, people prefer seeing beautiful
images, not screenshots of notes or a lot of text in an image.
“Various social media platform targets different purposes,
different types of attention to different types of content on different
platforms are received.”
For a multitasking customer who takes a break from watching the TV
during the commercial breaks to check their Twitter, Facebook and/or Instagram
feeds on their phone, the ad’s being entertaining is more important than its
being informative. In fact, it provides
an opportunity to get them switch to your app, your twitter account,
Facebook page, or Instagram profile while they have one eye on their phone! Marketers
can build a following by genuinely interacting and posting
engaging, entertaining, and relevant content create far more opportunities
for themselves to sell to consumers.
Let’s look at what is expected from a good digital
advertisement:
- · Good content of the advertisement.
- · Iconic products with lots of celebrities.
- · Worldwide impact.
- · More users – epicentre of the Internet during live and breaking events.
- · It doesn’t look like profile pages are designed with crap wallpapers.
- · The advertisement must understand how to build community.
To
sum it up, customers are people; treat them like you
would like to be treated. Don’t force them, and don’t push a selling message
too hard. Instead, try to understand them and where in their decision journey
they are, so you can act accordingly. The most important point is to know what
type of attention you need and what type of attention your ads can get!
“Don’t fear it, learn
it, and Think about it.”
No comments:
Post a Comment