• Viva Voce Group

Social Media is dead!

Social Media is dead; long live social advertising.

Social has never been healthier as an advertising channel while more troubled as a media platform. While some may think that the two are one and the same, the paid and organic sides of social are on very different trajectories thanks to ever-evolving consumer behaviors and marketing objectives.

When social first came on the scene, it was called user-generated content, and advertisers avoided it because so much of the content was objectionable.

Over time, though, the introduction of authentic identity and algorithmic duration helped bring order to the chaos.

Then came professional content production and broadcast rights procurement.

Today’s social platforms look nothing like their predecessors (remember MySpace?) and much more like mainstream media.

For evidence of just how valuable social has become for brands in terms of their marketing strategies, look no further than the $36 billion spent on paid social last year, with that figure climbing to $100 billion in 2021, per Forrester Research.

The social platforms aggregate massive audiences across everyday utilities like news, entertainment, shopping and communications. And each does so in a very distinct way, delivering value throughout different steps of the consumer buying journey—to the point where they probably should not be lumped together as “social.”

Brands should continue tuning out the noise of social media and focus on the benefits of social advertising. Let’s put the attention back on the real hot-button topics, like unduplicated reach and frequency, or how long a video has to be watched before it counts as a view.

It remains to be seen what impact this will have on user growth but it’s a win for advertisers if Snap can get current users to spend more time leaning back and watching more brand-safe videos with ads interspersed throughout. The bottom line is that in today’s multiscreen, multitasking world, brands must maneuver more strategically than ever to engage their target audiences. Social media advertising has come a long way in a relatively short period of time. Online advertising is a natural choice for modern businesses, but after the decline of the banner ad, businesses began searching for alternatives. Paid search is a great online advertising medium for driving visitors to your website based on user intent (i.e. their search query). But what if there are no identifiable (or affordable) keywords you can bid on to drive traffic? And what about those businesses that wants to create brand awareness rather than capturing user intent?

Social media advertising helps businesses find new potential clients by using users’ own shared information to identify interest. Rather than reactively targeting users who search a certain term, social media advertising proactively targets relevant users before they even begin their search. Social networks are a good option for advertisers because of the advanced targeting options, reliable conversion tracking, and prevalence on mobile devices.

Social media advertising is a way to target audiences on specific networks through demographic information so targeted consumers can see your brand in their feeds. And it works really well when done right. But pushing paid content in front of random social media users isn’t going to immediately work or perform well at all. You have to be strategic with your ad spend, content selection, targeting frequency and audience demographics. You can find some steps for social media advertising strategies on to help your brand avoid throwing money down the drain on poor performing ads: Refreshing ads keeps your audience engaged and hopefully catches the attention of those you’re retargeting.

Social media is dead. Long live social advertising.

VIVA VOCE Marketing Group is Edmonton’s premiere Social Media Marketing, Social Media Management and Social Media Content Production firm. Edmonton’s only Social Media Marketing, Management and Content Production firm with our own in-house production staff, making all you photo, video and graphic design needs a one stop shop away. CONTACT US NOW to set up your consultation, whether you are looking for an effective Social Media Marketing strategy, ongoing multi-platform Social Media Management, high quality Social Media Content Creation, or all 3 services, we have what you need.”

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