Over the past few years, social media platforms have seen an unprecedented boom in usage among audiences of all ages. With the average consumer spending upwards of 2 hours on social media a day, advertising on these platforms has inevitably also increased.
With easy access to large amounts of target users, and data on them, social media provides brands an ideal environment to promote their offering.
Of course, it’s not always smooth sailing, so we’re going to dive deep into some of the key challenges it presents to brands, and the solutions to tackle them.
So, let’s dig in!
Crowded Digital Landscape
Imagine a packed tube station at rush hour, the tight space filled to the brim with people anywhere and everywhere making noise.
That’s what it’s like for users online nowadays, with brands and advertisers around every corner, promoting their products and services.
Positioning yourself in a way to stand out in such a busy space is becoming harder and harder to accomplish. This is where a personalised approach comes in.
Personalisation allows your customers to feel valued, leading to increased brand loyalty and stronger consumer relationships. As a result of this brand affinity, online users are more likely to pay attention to your ads.
So, you need to focus on integrating individualism into every customer journey, to be effective. Strategically position your brand’s messaging to hit the pain points of relevance of the users you’re wanting to speak to, and they’ll listen.
Shortened User Attention Spans
Social media is a platform ideal for sharing content quickly and at scale, with users who are seeking it out. However, as it’s grown in popularity, there has been an influx in the range and amount of content posted on these platforms.
As a result, users are now finding themselves flooded with options of what to give their attention to. Too many options.
This presents an issue for brands, who are now finding it harder than ever to grab the attention of their audience base. To cut through the noise and gain, and maintain, your target audience’s attention, it’s essential to proactively adapt your messaging and ad formats.
By doing this, your content will be able to draw users in and keep them engaged.
Embracing innovative formats and elevated content is key to helping promote your brand in a way that will stand out. Rather than sticking with traditional formats, finding elevated ways to get your message out to users is essential.
An example of this type of format is interactive content, which allows for users’ experiences of ads to be elevated by boosting engagement and leaving them with a positive experience of your brand.
Time-Poor Audiences:
As the onslaught of brand messages coming at people continues to increase, users no longer have the time they used to.
This is especially true for professionals using their social accounts; they will not be online to leisurely browse. They want to find out what a brand is offering quickly, without having to commit much time.
To engage with this audience, which has a finite amount of time they are willing to offer brands, you must learn to communicate concisely.
One effective format you can use to get your brand’s message across efficiently and quickly is shortform videos. These are proven to be strong drivers of awareness, being especially effective across social media platforms.
According to an article from Inc., over 90% of B2B customers watch videos online, with nearly half of these customers also doing so when researching products or services.
So, why not target your audience in a format you know they’re going to pay attention to, while offering clear and concise messaging.
As social media continues to consume large amounts of everyone’s day-to-day life, it’s crucial to build a strong understanding of it. While it has many strong points, there are also challenges it presents to brands seeking to harness it to promote themselves.
By prioritising individualism, striving for innovative formats, and ensuring succinct communications, your brand can stay on top of social media.
Want to talk more about social media and how we can help your brand stand out? Start the conversation today by emailing us at hello@bulluk.com or contacting us here: bulluk.com/contact/
