The superiority and popularity of social media continuously change the dynamics of advertising and marketing. Social media’s presence itself is not news, but advertisers’ use of those mediums to influence consumers’ mindsets, decisions, and behaviors stay relevant. Often the success of social media advertising is the outcome of coincidence or continuous use of accidentally gained popularity.
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Traditional Vs. Modern Marketing Processes
The traditional advertising process followed straightforward steps: the creation of an idea, strategic thinking, execution, evaluation, meanwhile social media advertising is a mix of repetitive methods, such as offline strategies, mobile and web adjusted tactics, and utilization of trends that create the natural face of social media. Despite all the above, traditional persuasion models can still be used to generate advertising and measure its success. This persuasion process does not tend to be direct because of the excessive information distribution and content surplus that users face. Thus, interest and perception of persuasive messages occur simultaneously with other activities and competing brands’ attempts to spread information through users. Accordingly, users are not often engaged in linear communications.
Social media advertisers and marketers face challenges as they try to solve the following three matters:
- How can they create relevant, original, and viral experiences that attract consumers’ attention, followed by engagement and behavior?
- How can advertisers determine and compare the productivity of different investments from social media advertising?
- How should they rethink strategic planning?
The attempt of answering these questions consists of the following:
Apart from the traditional model of media, social media users have not only access to information but also can like, share, publish, engage with posts through comments, and create their content. It is important to boost engagement. For instance, you can opt to buy Instagram followers in order to increase traffic (via the algorithm) towards your content and drive more engagement.
Thus, apart from increased user engagement, social media allows advertisers to observe trends and consumers’ preferences. According to which they can proceed with strategic planning and implementation according to the acquired data. However, despite the obvious essential advantages of social media for advertising, success is difficult to predict as it is often coincidental. Moreover, there are neither specific standards nor soundness in defining primary outcomes on which advertisers should focus.
The Strategic Aspect Of Marketing
Generally, advertising practice relies on strategic thinking. Still, it is also the result of trial-and-error – a pattern of finding out the best way to reach a goal by trying various tools and methods and then finding and expelling errors until one of the methods succeeds.
There are plenty of types of advertisements on social media. Such as Facebook ads – often used to increase awareness, send traffic to the advertised company’s website, and raise engagement level. Photo-only ads, video ads, stories ads – unlike video ads that can be of any duration, stories are short and last at most for several seconds. Carousel ads – a kind of Facebook ads that allow publishing at most ten photos or videos together, along with their links. Other examples include slideshow, messenger, playable, Instagram, collection, twitter, personalized, text, youtube, skippable and non-skippable, filter ads, and even more. Moreover, with the help of such services, they can create a solid public image or make their presence firmer and profitable on the market.
The Influence Of Online Behavior On Advertisement Efficiency
Some advertisers might refer to their contents’ direct online promotion. However, popular social media platforms such as Facebook, Instagram, and YouTube have their own advertising policies; they offer brands different types of payment to target consumers through ads and promoted posts that are personalized according to users’ behavior.
There are two behavioral theories connected to the persuasion process: The reasoned action theory and the planned behavior theory. They mainly include subjective norms or proliferated perceptions in a social context and individuals’ ideas about their control over their behavior. Adjustment of this theoretical background to the context of social media implies that engagement with online persuasive messages in the form of online behaviors can influence offline attitudes, intentions, behaviors, social norms.
Humor: A Way To Attract Public Attention
In the modern digital advertising world, attention has a high value. Still, it is not easily achievable, so most platforms are trying to create relevant and memorable, but at the same time new and creative content. Novelty Advertising holds the kind of newly elaborated content that can help brands get attention for the long term. To create something memorable, advertisers may use more or less eccentric material to induce stronger emotions. For example, imbibing humor in content can be a powerful tool to give rise to positive emotions and significantly impact how the audience perceives and shares the message. However, if used carelessly, audiences may have wrong impressions or consider comedic ads as unprofessional; thus, humor is a delicate matter and needs to be addressed seriously or not used at all.