Whether it’s the creation of whole new career paths like that of a Facebook advertising agency or new marketing strategies like Tiktok dances, it can’t be denied that social media has shaken up the world of digital marketing. Although online advertisements are hardly a new concept and have been around since the internet became a widespread commodity, social media has created a unique environment for brands to reach a wider consumer base and to market their services.
As the number of social media users continues to soar, it is unsurprising that many brands are re-focusing their advertising efforts to make use of this digital medium. Another leading factor is the fact that online shopping has become an increasingly popular method for consumers to purchase goods. Most brands, no matter the size, have set up an online storefront with the understanding that the digital age has opened up more opportunities for their goods to be showcased and purchased. As such, it is no wonder that social media has begun to take up an increasingly important place for brands that are looking for a platform to advertise their goods and services on. So what exactly is it about social media that makes it such an ideal platform for advertisers?
Delivered Right To The Consumer’s Doorstep
You’ve probably heard the jokes (if not had firsthand experience) about how algorithms are sometimes too smart. After all, how else would you get an advertisement for a pair of boots that you had mentioned once in an offhand comment under an acquaintance’s post? Or an un-skippable advertisement about McDonald’s latest offerings just as you’d started getting a hankering for chicken nuggets? One thing’s for sure though, advertising through various social media platforms appears to be becoming more and more targeted. The internet has clearly had its effects across various industries, from the fashion industry to restaurants.
While previously you may have posted your advertisement on a billboard or in the newspaper and hoped that an interested party may eventually stumble across it, social media helps to provide an invaluable shortcut to what was previously a luck–based process. Most people’s personal accounts on social media are (unsurprisingly) used to document and follow accounts which are of interest to their personal lives. Algorithms are trained to recognize and categorize these interests and will usually narrow down the advertisements shown to a person accordingly.
This means that products being recommended by the algorithm on social media are more likely to appeal to the viewer since it usually has something to do with their interests. Furthermore, since social media usually allows for the sharing and re-sharing of content, it also allows the advertisement to be spread much more quickly and much further than traditional means of advertising usually allow. This allows companies to reach their intended customer base faster and more efficiently.
Gaining A Personality
Brands have always relied on gaining and maintaining a unique image which will appeal to their customers. A successful marketing campaign is often based around the creation and enforcement of such an identity. This is how so many brands ended up with mascots, catchphrases and easily recognizable logos. It’s not an exaggeration to say that the image of a brand could make or break it.
As more and more companies begin to use social media as part of their marketing strategies, it is unsurprising, therefore, that many are taking full advantage of this unique medium. Social media was made to capture a more genuine and personal side of a person’s life and immortalize it on the internet. Many brands recognize this and generally try to capture their audience’s attention by coming off as “real” in their sentiments.
One good example of this are the titular Fast Food Feuds that take place over twitter. By framing the corporate rivalry as a more personal battlefield through the use of social media, it helps to inject a surprisingly human side to an otherwise faceless monolith. Furthermore, it attracts the attention of followers of the brand since they often wait with bated breaths to see who can win the “argument”.
Furthermore, many brands also make use of social media influencers in order to promote their goods. Social media allows us to connect with a more private part of the influencer’s life and makes us feel as if we have a more personal relationship with them. Just as brands previously used celebrities to drum up hype around a product, social media influencers help to reach a large audience base. However, they have the additional benefit of making the endorsement seem less like a sponsorship deal and more like a personal endorsement of the product. This helps their audience to get more interested in a product than traditional advertising methods might have.
Social media’s role and functions have grown since its early days. Previously it was a place to post photos with the occasional caption and now it is a behemoth of an industry that has proven invaluable for many corporations. Whether it’s networking, communicating with customers or advertising, social media is a remarkably valuable tool for just about all businesses and is likely to continue being so for years to come.