Advertising to consumers who don't want to be advertised to will be a challenge for advertisers.
With the use of social media changing among consumers, more brands are being pushed to forsake broad campaigns to create content for each channel. To compete for user attention and ad spending, social networks are developing personalised features. As people become more averse to ads, advertisers must integrate seamlessly into each platform.
According to Modifly's Brandon Biancalani, the ad experience should become "endemic" to the platform. Users expect ads to be unobtrusive in their social media experience, and advertisers need to pay closer attention to how their ads appear. User-generated content snippets, engaging product value videos, relevant use of trends, and a more nuanced approach can help advertisers account for consumers’ changing media habits.
Further, brands can use integrations on platforms like Pinterest to craft resonant and native ad creatives. However, Sennai Atsbeha of Gymshark, an apparel company, states that, “We can’t approach every community with the same strategy.” Barbarian's Courtney Berry advises advertisers to consider social media advertising as part of a full-funnel marketing approach with numerous components.
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[3 minute read]