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Social Media Advertising: Three Lessons to Live By

August 1st, 2017 by | No Comments

Image by Susan NYC

 

With consumers targeted at every opportunity on social media sites, marketers deal with the challenge of getting their brand’s message across in a relevant, genuine way without bombarding users or negatively impacting the user experience.
 

Deliver what your audience wants.
Consumers have strong opinions regarding the media they wish they consume. Also, they will choose content that resonates with them. So, if an irrelevant brand or ad keeps popping up on their feed, they’re going to block it. And even if a brand they like starts bombarding them with too much content, consumers are going to feel it’s spam. Therefore, you need to understand how your target audience uses each social media platform and tailor your campaign to follow suit. Publish content that people want to see or actively look for, and as more features get added or updated, make the most of it.
 

Enlist influencers to deliver the message for you.
Consumers find social media ads intrusive for three key reasons: first, the content isn’t relevant or beneficial to them; second, repetitive posting; and finally, the look and feel of the creative isn’t attractive or native to the platform. So, if you manage to create a creative that doesn’t have any of these qualities, an additional route you could try is to get relevant, professional influencers to promote your brand. They can ensure that your message is relevant to their audience, your post will feel natural to their platform, and they’re likely to be smart about how they’ll weave any marketing message into the content they publish.
 

Be human.
Feeling targeted by sponsored content on social media can often make people lose their trust in you. Audiences want to be given the choice to follow a brand. Therefore, it’s important for you to show the human side with which you work. A good way to do this is to follow the EIEIO rule: Educate, Inform, Entertain, and Be Open. If your ads tick one or more of these items, you give your audience better reasons to buy into your brand.
 
 

About the author:
Jehan S. Ismael is a full-time writer and an editor for a leading digital marketing firm. She has a love-hate relationship with food, likes listening to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.


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