Social Advertising is NOT Social Media Marketing
Social advertising is the movement of big advertising money onto social media networks.
This change is of course being encouraged by the various social media networking sites because it’s a significant source of revenue.
Take Facebook as an example. 85% of their revenues come from paid ads. Making paid ads more attractive for potential advertisers is a top priority for Facebook. It’s their bread and butter.
Is Social Advertising Hurting Social Media Marketing?
My gut feeling is yes, it has to be, but I’m not certain how we definitively answer this question.
Each and every one of us has a certain “decision quota” every day. In psychology this phenomena has a name. It’s called decision fatigue.
The next question is…. do visually attractive professional ads catch our attention and deplete our “decision quota” thereby taking our attention away from the non paid social media updates from people in our network?
Again, my gut feeling is yes (and again I wish we had a way to study this more objectively).
The primary reason I believe this is social media ads are quite well done. Much better than I expected they would be.
I like to think I don’t “fall” for ads (but I know we all do), yet I find myself clicking the occasional ad on Facebook. Partly because the ad truly grabbed my attention, and partly because I want to see the landing page that goes with a certain ad.
Is There a Lesson Here?
I believe there is.
Social media marketing is being co-opted by social media paid advertising, which will very likely render social media marketing less effective over time.
Does This Imply Some Action Need be Taken?
I think so.
Social media marketing is considered to be “organic” because it wasn’t pushed in your face as an interruption and therefore decisions to buy were truly influenced by social media updates made by your friends and family.
With that going away on social media networking sites, where else can you as business owner draw people in as a result of their curiosity and interests?
What is called “organic search traffic”.
Attracting those people is the purpose of Inbound Marketing.
Is Inbound Marketing Right for Your Business?
Contact us. Let’s talk.