The world of social media is rapidly expanding. With just under 1 billion users worldwide in 2010, social media is now expected to surpass 3 billion users by the end of 2021. The days of individuals logging on to their computers and “searching the web” is all but over. In today’s day and age, people are now “surfing social media,” and it’s quickly becoming a place to learn about new brands and to discover new pieces of information.
If brands are not already advertising on social media, it’s time for them to start getting involved. In fact, US retail social commerce sales more than doubled from 2019 to 2022, with current forecasts predicting it to double again by 2025. Brands are realizing the opportunity that is out there and are acting fast to get ahead of potential competitors.
Social Media’s Crowded Marketplace
Social media marketing is quickly evolving into a very competitive market. According to the annual CMO Survey, marketers are expected to increase their social media spending by 89% from 2018 to 2023. This finding indicates that more businesses will compete for ad space and spend more dollars on different social networks. Nowadays, advertising can be seen on almost all the big-name social media platforms like Facebook, Twitter, Instagram, Snapchat, and much more.
Consumer Behavior Towards Online Advertisements Are Changing
More than ever, people are now comfortable making purchases through the different advertisements and messages they see on social media. Advertisements that appear natural and that are integrated into a consumer’s feed are turning out to be successful and encouraging potential shoppers to click on them and make a purchase.
One evolving trend that marketers are seeing involves older generations and their spending. Older generations are now feeling comfortable with making purchases through social media advertisements. Their spending and clicks on social media advertising are increasing and will continue to climb.
The one platform that is seen having immense success with this form of advertising is Facebook. Facebook is currently attracting older demographics more than any other social media platform.
Social Media Marketing During The Holidays
With the holiday season right around the corner, brands should now be looking to market their business on social media more than ever. A recent study found that roughly 3 in 4 Americans had made a purchase due to a product or brand they had seen on social media. With this in mind, social media marketing needs to be incorporated into your brand’s 2022 holiday strategy.
Social media is the perfect channel to advertise if you’re trying to gain awareness for your brand during the holidays. Social media advertising is a great exposure tool because of how frequently consumers spend their time on these platforms. Research has found that social media advertisements drive three times as many non-customers as current customers to the advertiser’s website. In addition, even as far back as 2019, 93% of marketers have stated that their social media ads have generated more exposure and overall reach for their brand.
Consumers enjoy seeing holiday-related ad copy and images centered around a brand’s social media advertising. Be sure to make changes to your brand’s messaging so that you can begin to relate more to the holiday season and attract new consumers. Shoppers also like using promotions and discounts catered specifically for them during the holiday season. To stand out from competitors, make sure that you’re re-marketing to potential shoppers with discount codes and promotions that they can use on your holiday products. During the holiday season, consumers are most influenced by free shipping, exclusive discounts, rewards, and daily deals when it comes to completing a purchase on a social networking site. Keep this information in mind when planning your holiday strategy!
Online shoppers also don’t want a brand’s marketing efforts to appear fragmented and unorganized. Instead, make it simple for your customer. Make sure they have a positive experience by using similar messaging and imagery across all paid and non-paid channels of advertising.
Give Yourself the Gift of Efficient Social Media Marketing
While social media advertising can be very advantageous for a brand, it’s important to note that this form of advertising should not be the only marketing driver for the holiday season. Be sure that your brand is utilizing other advertising efforts as well, such as paid search, display, or mobile advertising. With this information in mind, you and your brand can take advantage of the amazing opportunities that are out there on social media.
We’re happy to have a conversation if you’re looking for a digital marketing agency with nearly two decades of experience guiding clients to effective audience targeting and ad messaging. Reach out to us today!
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