Advertising on social networks, as effective as it annoying (when it does not give in the target)

Social networks are a sensational showcase for brands, which do not hesitate to bet on advertising on these 2.0 platforms to connect with potential customers. But, to what extent does ads on Instagram, YouTube and company take effect? Ads on social networks can be exceptionally effective (At least when they look at the right “target”), But also they are intrusive when they err the shot and are not conveniently aligned with the interests and needs of the user.

According to a recent study carried out in Germany by IFH Media Analytics and a half central, Social networks are not only a virtually inexhaustible source of entertainment but also a kind of compass for the consumer when making purchase decisions. 31% of consumers are provided with information about brands and their products on social networks. Among young people between 18 and 29 years, this proportion scale up to 48%, while among consumers between 30 and 39 years this figure also rises to 40%.

In the light of these figures, it is not surprisingly that social networks are contemplated as absolutely essential by the brands, although these platforms are also weighed more and more by a growing volatility and complexity. In social networks it is not enough, after all, with being visible. «The key is to create relevance in the appropriate contextwhich requires the creation of strategically planned content and an extraordinarily visual ‘storytelling, ”explains Andreas Riekötter, managing director of IFH Media Analytics.

Advertising on social networks is annoying in the eyes of 63% of users

In social networks the traditional product communication competes directly with permeated content of a thick entertainment patinawhich is, not in vain, the main motivation of those who make their way on social networks. 58% of users actively seek entertainment on Instagram, Youtuber and other 2.0 platforms. Beyond entertainment, other motivations when using social networks are inspiration (48%) and escapism of daily life (47%).

Even when brands try to cover their ads of a “look & feel” in social networks as possible, however, it does not prevent, however, that the user notices the ads that they arrive there. More than half of YouTube users (57%), Instagram (52%) and Facebook (52%) say they frequently realize advertising on these platforms. In Pinterest (33%), Snapchat (33%) and LinkedIn (26%) the user seems, on the contrary, to run from bruces with more problems when identifying the advertising located there.

On the other hand, notice that 25% of users say they have once bought promoted products on social networks. However, and although this figure is undoubtedly positive, 51% of users simultaneously confess to advertisers for having confronted them with non -relevant advertising. And not just that. 63% of users of social networks bother annoying advertisements on social networks. The acceptance of advertising on these platforms increases, however, as the frequency of use is increased.

«Truly effective advertising inspires instead of bothering. In this sense, only those advertisers who bet on authentic, transparent and sensitive communication and also offer true added value are really in a position to convince the consumer, ”says Palle Presting, head of Marketing on the central media.