Social marketing: the evolution of promotional approaches
Social marketing is one of the most important advertising tools. However, the sheer number of ads on platforms is driving consumers away. According to a Hootsuite survey, 59% of users believe brand advertising has become highly intrusive. This finding points to the need for a change in business strategy.
Social media business mistakes
Social networks regularly expand their advertising capabilities. They are introducing new AI-based services that help improve targeting. However, it’s essential to recognise that users are changing along with the platforms. Some 52% of Hootsuite respondents say they tire of brands promoting themselves. 30% would prefer not to see it in their online space. Many companies are losing subscribers simply because their method of promotion is outdated. Experts cite the following as key unsubscribe issues:
- clickbait;
- repetitive content;
- publishing inaccurate information;
- advertising elements that users find unattractive.
Another problem for brands is that they do not know their audience. For a long time, companies have focused their marketing strategies on a specific category of consumers. Millennials were the main ones using social networks, so they got all the attention. But now, Generation Z has come of age and is building its communication with brands. This category of consumers has its principles and preferences. For example, they are against companies sending messages about politics or religion. They see social networks as a place for positivity and inspiration. Therefore, branded content should match these expectations.
Today’s users want more value from companies than ever before. It’s about companies having an active social presence and demonstrating expertise in their field. Consumers respond positively to brands that frequently publish content related to their field. This helps people become more familiar with what the company does and the successes it has achieved.
Influencer marketing
Influencers are becoming increasingly important in online advertising. Partnering with influencers is an excellent way for businesses to:
- increase recognition;
- make a newcomer aware of a company;
- enhance reach;
- attract a new category of consumers;
- grow sales;
- improve company image.
Influencer marketing that focuses on long-term relationships with bloggers is highly effective. It is crucial to involve influencers in creating content and how it is presented. Influencers know their subscribers’ preferences, and the subscribers trust them, which increases the effectiveness of the advertising.
Knowing the target audience is vital to all SMM strategies despite the current changes. For social media, market and consumer analysis is critical. Understanding user behaviour and preferences will help to find an effective social media advertising format.
