Last week during my daily (ok, hourly) Facebook scroll there was an ad on my news feed that caught my eye. What I found interesting was how it ended up on my news feed in the first place. I hadn’t visited the site before, nor had I searched for the product on any other site, yet it was something that I never knew I wanted, I just had to buy it.
In a previous blog post I said that social media sites sometimes know us even better than we know ourselves. The idea of this can be quite unnerving,is that how they knew I was planning on travelling to the Maldives in the summer and therefore needed beach accessories?
The ads that appear on your Facebook feed are there for a reason, they are targeted directly at you and the type of person that they believe you are.
Traditionally, advertising was seen as a media message that the audience was expected to consume. Through the process of social media advertising however, individuals are now able to “become part of creating, developing and distributing advertising content” (Kim, et. al, 2015, p. 323). When we are shown advertisements that we are genuinely interested in seeing, we are more likely to interact and share that content with our friends.
Social media sites are invaluable to businesses when it comes to advertising. The infograph on the right highlights the top three reasons why companies are using Facebook for advertising.
All three of these reasons come together because of target advertising. This means that now companies can ensure that they are reaching their most relevant demographics. By doing this, it also ensures that no funds are wasted as “the aim of sophisticated targeting through advertising is not to waste a single eyeball” (Curran, et.al, 2011, p. 29).
The rise of target advertising on social media comes as no surprise. One of the main reasons people log on to social media is to interact with friends and content that they are interested in. Therefore when it comes to advertising on social media, companies need to make sure that they are visible on profiles that share common interests with their products. People don’t want annoyance and interruption while browsing through their news feed, target marketing guarantees that ads reach their most relevant audiences.
Facebook offers a range of campaigns for businesses to choose from. Like Ads and their ‘clicks to website’ features are just two of the many that are on offer. My friend recently launched an active wear line and she used both these features to generate more traffic on her website and her Facebook page. The interview below touches on some of her experiences using the site and highlights some of the benefits this type of advertising can have on small businesses.
There is no question that advertising on social media is one of the most efficient methods a business can adopt to ensure their most relevant demographic is reached.
When it comes to the privacy concerns that arise from this, what we most often fail to see is that we too benefit from this method of advertising, as the poll results above indicate, the ads we see on Facebook are now ones that we most often want to see, and that doesn’t seem too bad does it?
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Curran, K, Graham, S, & Temple, C 2011, ‘Advertising on Facebook’, International Journal of E-Business Development, vol.1, no.1, p.29
Kim, S, Lee, J, & Yoon, D 2015, ‘Norms in Social Media: The Application of Theory of Reasoned Action and Personal Norms in Predicting Interactions With Facebook Page Like Ads’, Communication Research Reports, vol. 32, no. 4, p. 323. Available from: 10.1080/08824096.2015.1089851. [6 September 2016].
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