Obviously, social media is one of the most used mediums on the web. Sites such as Facebook and Twitter have millions of active users. Due to this fact, businesses now advertise their products and services on these platforms.
Advertising such as this has been used extensively. When used correctly, it can produce fantastic results. It can help improve conversion rates and generate increased traffic to business websites. The point is, however, is that it has to be used properly. As you will see in the article below, many businesses are finding that their advertising through social media is ineffective. We look at why this is happening, and what factors should be considered.
There are many statistics that show customers are generally tied of social media adverts. For example, an annual study called the CMO study showed that 74% of social media users thought there were too many social media adverts. Furthermore, 44% of users also stated that adverts are generally irrelevant to their own interests.
Why are you adverts ineffective?
Now that you understand the severity of the issue, we can look at the cause. In most cases, businesses are simply not creating effective social media advertising strategies. They could be using outdated techniques. Alternatively, they may simply not understand how to make the most of their adverts.
The below lists 5 different reasons why your social media adverts could be ineffective:
1. Customers have become experienced in online browsing
When social media advertising was first introduced, it was a new phenomenon. Platforms such as Facebook and Twitter were still in their infancy and developing. This meant that customers didn’t really know what to expect. Moreover, the adverts were new, fresh and interesting. Seeing adverts created a positive reaction and customers were generally more engaging.
Fast-forward several years to the present day and the effect is not the same. Customers are fully versed in social media – they know what to expect. They are wise to what adverts are offering. Furthermore, in most cases, a user browsing the web will already have an idea of what they want, and where they want it from. Browsers today on social media are experienced – this means that they do not need persuasion from social media adverts.
2. Advertising methods have evolved
Social media is continually evolving. Adverts on these platforms are also changing. Advertising methods that worked in 2018 may be completely irrelevant in 2019. Many businesses find their social media adverts are ineffective because they are using outdated techniques. As a business, you should keep up to date with new developments. Analyzes your competition and look at what methods they employ. Also, use analytics to track the effectiveness of your own adverts. Ensure you are using the latest advertising methods and strategies!
3. Poor use of images and multimedia content
Using images and multimedia in adverts can increase engagement. This only holds true when images are used correctly, however. Ensure your imagery is relevant to the content of the advert. If your advert is selling gardening products, for example, the images should be of those products – not something completely unrelated. Poor use of images can decrease the effectiveness of adverts greatly – customers simply lose interest or stop trusting you as a company.
4. Bad timing
The timing of your social media adverts is vital. Consider this example. Your business is based in Spain – it operates on CEST time. Regardless of this, you schedule your social media posts randomly – some adverts are therefore posted at 2am in the morning. Is this effective? No, because your customer base is also Spanish, and at 2am they will be in bed! Research suitable times for advert placement – lunchtimes and evenings for example generally yield much better results.
5. No use of call to action or incentive-driven content
An advert must have an incentive. A reason for the user to click it. This could be something like a promotional offer, a discount, or a limited time offer for example. Offers such as these look attractive to customers. Aside from incentives, a call to action should also be used. This is a simple line of text or graphic that prompts the user to do something – such as click the advert, or go to a certain website – you are essentially telling them what to do next.
Social media adverts can be extremely effective. The key is to understand how to use them properly. Ensure your timing is optimized. Include a call to action that entices your customers. Don’t use irrelevant multimedia. Most of all, ensure the advert content is engaging and interesting! In other words, be short and to the point!