The rise of social media marketing has been a game changer in a number of ways, for businesses both large-scale and small. Marketing and advertising are nothing new. Before the internet’s banner ads and pop-ups, there were still billboards. There were still magazine ads, infomercials and flyers.
Social media becoming a daily staple for social connection, personal networking and building brands has brought forth the opportunity for marketing. Now, we are able to target ads in a way that was never before possible.
Social media marketing has changed targeting.
Previously, you had to try to find out what magazines your target audience would read, or what areas they lived in. Now, with social media marketing as an option, we are able to meet our clients where they are at. Whether it’s a teenager who has shown interest in sporting equipment or an adult trying to buy a new couch, we are able to target down to interests, age, location, gender, marital status and more. Because Facebook has more than 220 million United States based users, and 2.3 billion users daily, we don’t necessarily have to spend time figuring out where they spend their time. Now we have the ability to describe our ideal target audience, and have the ad shown to thousands of those exact individuals.
Knowing your audience has become more detailed.
Targeting a specific audience has become more than an age group. You don’t just need to know that adult men, or teen girls are more likely to buy your specific product. Targeting on social media can get so specific that truly targeting your audience will get you the results you want. When we are targeting a specific audience, we don’t just include their age and gender. We include whether or not these people have been married. We can target income levels, and even interests. For example, if you are a salon, you’re more likely to see a successful ROI when you’re targeting individuals who have already include topics like hair care, hair masks, fashion, or skin care. These individuals already have shown that they take interest in personal care. It’s essential to not ensure that you’re targeting individuals that your product could be for, but targeting those that will actually interact with the brand, comment, or make a purchase.
Graphics have to be more attention-grabbing.
The downfall of social media marketing is that so many ads are being placed in front of the consumer. It is averaged that every four “posts” on Facebook or Instagram (owned by Facebook) is actually sponsored or an ad. It is essential to not only target the right group, but to have graphics that are going to catch the attention of a consumer who has already seen, and not clicked on, many ads that day. Standing out is an essential part of the process – in other words, if your target audience sees your ad but doesn’t stop to really look at it, or read it, the ad wasn’t that effective in the first place. This fusion of quality graphic design, attention grabbing copywriting and the correct targeting is the recipe for a successful campaign.
Overall, social media has changed the advertising and marketing game. It has created more options, and the ability to connect with the consumer on an even deeper level.