After a comfortable few years using Facebook as our one and only “go-to” platforms for all our social media advertising needs, it seems the tides are changing. BUT is it time to jump ship?
Over the past 12 years, Facebook has built, and conquered cheap and effective advertising.
Within that time frame, many other social media platforms have come along. While most have succeeded to at least merge with the supergiant, others simply fazed out.
Where do we go next?
Data analysis with strategic communication is not lost as of yet, although Cambridge Analytica brought a stop to dodgy data mining, most platforms will still allow ethical audience targeting.
For many of our clients, we use a combination of platforms and strategies to target the right audience at the right time. While most benefit from straightforward advertising, others need a more detailed strategy which would consist of copy and creative, over a wide range of platforms.
Campaigns are put together based on individual client needs, expenditure and of course – experience.
However, it’s clear that times are changing, as a new generation of internet users come through our doors, we must follow the trends that they set us.
There are rules to the change and the bottom line is that not every business will have to up their ante. They may suffer from the undercurrents of the rumour-mill from the media world but changing may not suit their own personal business model.
Let’s look at some examples of where these rules apply
Business 1 – Private medical practice
A private medical practice would want to target a certain age category, who have a disposable income and are local to the practice.
In this instance, Facebook and Twitter are perfect!
What if they offer plastic surgery?
In these cases advertising just this sector of the business on platforms such as Instagram would be beneficial.
Business 2 – Clothing boutiques
The clothing industry is swamped. An impressive 60.9% of UK clothing shoppers purchased an item online in the past year, with Gen X and millennials taking up half of the online shopping paradise!
So, we would always advise platforms such as Instagram and the up and coming platforms such as Tik Tok.
Although Facebook is a retailer’s first preference, well-executed campaigns will take advantage of Instagram while still being able to dip your toe in the FB world (for not a penny more).
Business model number 3 – recruitment agencies and subcontractors
This one really would depend on what type of recruitment the company is looking for.
In these instances, we would look at the business model and what they are offering.
Looking for a chef, or someone to work the local bar? – Facebook will fit this role, while more substantial roles may be better advertised through LinkedIn.
So, it really is down to your business model, and that’s where we come in.
We look into your business, your turnover, where you want to be, where you are currently, what your unique selling points are and then we build your marketing campaign from the ground up.
Marketing, whether that be online or traditional marketing is far more complex than a simple Ad or poster.
And, needless to say, social media is just the tip of the iceberg. Many other factors can come into play, again, depending on your budget and how far you wish to drive your business.
It is clear that people’s online behaviour is changing, usability on SM platforms is becoming flawless. All the while, data protection laws tighten their reins leaving us subject to change.
A change in audience attitude also makes it difficult to channel engagement. BUT, all is not lost…
Change up, change gears and think outside the box. And if you can’t, we will.
If you want to hear more about advertising, Google Ads or how we construct a campaign to suit your needs, why not get in touch.
Our friendly team are on hand every day through our online chat facility, or simply drop us a call.
Check out the top six platforms and see where your business belongs
Facebook
Users in the UK – 42 million
Users in the world – 2.41 billion
Most common age demographic – 25 to 34 WW
Male users – 57%
Female users – 43%
Instagram
Users in the UK – 24 million
Users in the world – 500 million
Most common age demographic – 18 to 34 WW
Male users – 46%
Female users –54%
Twitter
Users in the UK – 21 million
Users in the world – 330 million
Most common age demographic – 35-65 WW
Male users – 60%
Female users – 40%
LinkedIn
Users in the UK – 27 million
Users in the world – 610 million
Most common age demographic – 35 and 54 WW
Male users – 60%
Female users – 40%
TikTok
Users in the UK – 3.7 million
Users in the world – 500 million
Most common age demographic – 16 to 24 WW
Male users – 55.6%
Female users – 44.4%
YouTube
Users in the UK – 37.1 million
Users in the world – 1 billion
Most common age demographic – 25 to 34 WW
Male users – 68%
Female users – 32%
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