The social media advertisements become more and more popular for companies and experts predict that this trend will continue to explode in the next few years. According to the study (Advertising in social media increases), the paid methods used by B2C marketers to promote and distribute content have shifted up dramatically. Promoted posts, Search Engine Marketing and Social Ads are the top choices in paid advertising, which all exceed 70%. In 2005, Facebook launched its first advertising option and its advertising revenue has been estimated to reach $8.4 billion till 2015, just 10 years later.
One of the most important reasons that social media advertisement becomes so popular nowadays is that the social media platforms have already gathered a large amount of user data that the companies can use directly if cooperating with those social media platforms. ‘Stretching beyond general demographic and geographic data, social media advertising has opened the door to deeper interest, behavioral and connection-based targeting methods.’ So the social media advertisement can create a level of personalization for the customers that are not achievable on other advertising channels.
Actually, when looking through our social media accounts, we can easily find advertisements. And these advertisements are not all the same for every account. They are customized for different social media account users. For example, when I browse my Facebook every time, I always find some products shown on my Facebook page that I have ever checked their official websites or bought. Companies that conduct social media advertisements will use the users’ own shared information to identify their interest so that the companies know what advertisements could be inserted into the users’ social media accounts. Rather than reactively targeting users who search a certain term, social media advertising proactively targets relevant users before they even begin their search. Thus, social media advertisement is a good way for the companies to find new potential clients as well as keep the old customers.
When conducting social media advertisement, it is important to track the performance and results of the advertisements. It is actually not a small budget for social media advertisements, so the companies have to measure the effectiveness of their advertisements so that they can make timely adjustments and updates to better meet the customers’ needs and attract more potential consumers. A clearer understanding of what each customer really want can help the social media advertisements become more efficient. So it is challenging and important to create the interesting and attractive contents for the social media users to make the advertisements more successful.
Although social media advertisements face challenges, we cannot deny that it has already become the most popular approach for the companies to launch their advertisement campaign.