Should you pay for social media advertising {Ads}?-TECH Central Nigeria

An average internet user spends 144 minutes on social media, up by two minutes from 142 minutes in the previous year. Ads on social media clearly play an important role in introducing consumers to new brands and products. Despite a stable ad-blocking trend, 45% of internet users today say they’re likely to buy brands they see advertised.

If you’re still relying exclusively on traditional advertising to market your company’s products and services, you’re missing out a lot. Social media ads present a huge opportunity to reach more consumers at a lower cost. Not only will you reach more consumers, but you are also able to target the right ones.

According to the Global web index, the share of people who use social media primarily to research and find products to buy has increased by seven percentage points in the past three years to 31% today. It’s increasingly becoming the space where people want to see brands, offers, and products in their news feeds. Out of 10 brands, social media users tend to follow 4 of their favourite brands on their social media platforms. Being able to access social media on a mobile phone is an advantage for advertisers because it is what shields it from web-based ad-blockers.

Globally, ads placed on social media ranks as the fourth most popular source of brand discovery. 28% of internet users say ads help them find out about new products.

4 in 10 people go to Facebook more than once a day. They are also 83% more likely than the average Facebooker to have posted a comment about a product or brand (34% have done so in the past month).

With Facebook recently announcing its new cryptocurrency Libra, users will soon be able to not only click on ads but also make instant purchases in response to them.

As the distinction between entertainment and social networking becomes more blurred, brands are being presented with opportunities to engage consumers in unique experiences.

Social media ad clickers are an audience with a strong above-average likelihood of engaging with different types of experiential tools.

Engagement With Experiential Tools

Ad clickers more than twice are likely to have used an augmented reality (AR) app in the past month, as AR technology becomes a driving force of the digital advertising market more broadly.

AR advertising is expected to reach $2.6 billion in 2022, and all of the major players are influencing its growth.

For example, Snapchat is ahead of the curve when it comes to innovation in the realms of AR features and lenses.

Its Ad Kit will not only provide huge opportunities for engagement and entertainment via AR ads but will also offer the infrastructure for expanded reach through integration with over 200 apps.

Let’s Help You Run Effective Ads That Convert Social Media Users To Customers On Suitable Platforms For Your Business.

But social media ad clickers won’t just click on any ad they see, regardless of how entertaining and engaging it is, ad clickers want brands to provide them with personalized recommendations for purchases.

Advertising that will engage them has to be relevant to their interests, and personalization is key here.

Personalized marketing is not a new phenomenon. However, with the power of rich media content and revolutionary machine learning tools, brands are now able to deliver dynamic and tailored shopping experiences to drive engagement and customer loyalty

So the answer to the question is Yes, Social media ads are effective. Adobe Digital Insights’ 2018 State of Digital Advertising Report shows that social media ads drove three times more non-customers than existing customers to retailer websites as of the end of 2017. In short, people are looking at social ads and they’re clicking on those ads more than ever before.


Here are some things brands can do to improve their ads on social media:

1. Present ads with people of color and of different sexual orientations. For 56% of users, diversity in the ads matter.

  1. Deliver honest and accurate claims. People trust TV ads more than social ads (by 17 percentage points). If a brand offers a message consistent with the users’ experience, its ads on social will stand out.
  2. Take the user experience into account. As mentioned earlier, users want the frequency, relevancy, and diversity of ads on social media to improve. Improvements that account for the users’ experience are not only likely to improve the ads’ performance but also benefit the brand’s long-term reputation.

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