It is pretty obvious that the average person hates ads on their social networking sites (SNS). But is that the ads fault? Is advertising inherently awful to look at? Or is it, perhaps, that you have never been targeted properly?
There are many complaints voiced about targeted advertising. Some of the ones I hear most regularly include "It seems dodgy, I don't trust it", "I find it creepy that they know what I was talking about" and "I ignore it all, they just want my money". Although these complaints are all justified, what if businesses simply made it less about them and more about the consumer?
In this modern era it is easy for potential consumers to sift through the rubbish, after all, they aren't stupid. Ads are easy to read and are often acknowledged as spam or are straight up ignored. Some ads are so eerily specific that it's actually creepy. So maybe businesses are missing the point. Maybe the best way at gaining a larger following isn't by shoving the product or service in the face of the audience but instead by making the brand enjoyable to interact with.
For this to make more sense we must look closely at who are the main categories of people on social networking sites, or more specifically, who is on Facebook.
There are four distinct personalities online, defined by how they interact with the SNS. The four categories consist of the Devotees, the Attention Seekers, the Entertainment Chaser and the Connection Seekers (see the table below for a description). All of these people use Facebook in different ways. So why is there a one-size-fits-all approach to target them?
So, how can this be used to generate a better advertising strategy? It's simple, target as many people in these categories as possible. To be fair, it's not an easy task. One way to approach this can be seen through the Whole Foods Market campaign "Baconfest". The company encourages consumers to post the best bacon inspired recipes for a chance to win a year's supply of bacon. These posts were then voted on by the community and shared across many platforms boosting the brands identity exponentially.
These groups of people can be targeted individually but you're then missing out on 3/4 of the potential market. It is imperative to expand on the target audience demographics when turning to digital media. Out of home advertising methods simply don't apply in the same way when converted to online. Be clear about who you're targeting and make sure you know how the consumers interact with your brand.
In the end what makes the best ads are the ones that don't seem like ads at all. Sure, there is some merit to just getting the brand out there for the world to see but why stop there. Make it engaging, make it fun and most of all make it about the consumer.
Is there a unique way that a brand has roped you in to becoming a lifelong member? Made an emotional attachment to you perhaps? Or are they just down to earth and understand your needs without being forceful and intrusive?
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