How Advertising Firms Can Conquer Social Media
When’s the last time you checked Facebook? Probably not very long ago! Social media has taken over the digital world as we know it, from sharing pictures among family members to inviting friends to events with the click of a button.
With all those eyes glued constantly to a screen, advertising firms should no doubt be thinking about the ways to get their clients noticed. In 2015, 78% of all companies said they already have a dedicated social media team, an increase from just 67% in 2012.
At the same time, consumers have become more media-savvy and aware of how advertising can be targeted at them. Some 83% of people say that they’ve had poor experiences of some kind when encountering social media marketing. That may sound like bad news, but for advertising firms, it simply means there must be a better way of doing things.
Consider your own position as a consumer and social media user. Where and when are you most likely to check your various accounts? If you’re like most other people, it’s probably on your cell phone — maybe while waiting in line for a cup of coffee or as a quick break between work meetings.
Tablets and smartphones are fast usurping even personal computers and laptops as the go-to connectivity device, especially for social media activity. Ad agencies should take note. In fact, well over half — 65% — of Twitter’s ad revenue comes from mobile devices.
That means that every marketing agency should be doing everything they can to make sure that their content isn’t just social media-friendly, but mobile friendly, too. It should be clearly seen from a small screen. It should compel consumers to click or follow through. It should be engaging without being obnoxiously invasive.
Perhaps most importantly of all, it should be catered to the mind set of those fast-checking mobile media users — that is to say, it should work within a few seconds. Your creative agency campaign needs to meet users while they’re in line for their lattes or on their way to the next meeting. If you wait too long, they’ll simply have to put away their phones.
