Just under 3.5 billion people use Social Media according to Hootsuite 2019 report. That is an increase of 9% on last year. That’s almost half the world population using social media – you can be sure they also know the other half!
By now everyone should be aware of what Social Media is – but do you understand the difference between social content on the page and social advertising? Social is great for many aspects of our lives and from a business perspective there are at least two key things that social can deliver – brand awareness and sales.
When considering social media pages think of them as your TV channel to the world. We like to describe your social media pages as your Netflix, people are subscribing to your platform, but they don’t always watch all the programs and you are reliant on the platform to show them based on the algorithm of behaviour. Over the last two years, the number of small to medium sized businesses advertising on YouTube has doubled.
This is your broadcasting space – a place to deliver communications to your community, employees and customers but when thinking about advertising a different strategy is needed here. More often that not one of the biggest issues we see when customers come to Disruptive Unicorns is that they are “boosting posts” now don’t get us wrong this has its place if you rely on the algorithms to deliver your content to the right people – but what if you are trying to sell a product?
Using the data collected within your ad account and pixel set up on your website Facebook can be an extremely effective tool to combine both content, blogs on websites and re-targeted advertising. In Asia Pac alone the adoption of social commerce has been fast with 70% of China's Gen Z now purchasing from social media.
Selling on social means dedicating your team to understanding this rapidly evolving, fast paced social technology landscape and ever changing platforms. So whilst direct sales can remain elusive, the social platforms are rapidly evolving new technologies to bridge the gap between social media and commerce, especially among younger shoppers and those more comfortable with casual shopping on social. For example Instagram's shop-able posts which go direct to checkout and Pinterest's buy-able pins.
But there is a clear medium that leads the pack - Video. In a recent study by Brightcove of over 5,500 consumers a whopping 74% of viewers drew a connection between watching a social video and making a purchase especially for travel and luxury brands.
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Disruptive Unicorns is an award winning Chartered Marketing Firm using Design Thinking for developing transparent ROAS campaigns. If you would like to talk to us about how you can develop the right campaigns for conversions you can book a consultation with us!
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