When marketing on social platforms, sellers should pay attention to these demands of consumers!

“ Since the pandemic began, about half of adults are using social media more than before the pandemic, with younger generations spending the most time on social platforms ,” said Chris Costello, senior director of marketing research at digital advertising platform Kenshoo. This presents new opportunities for brands to reach audiences.

Social platforms like Facebook and Instagram have traditional ads interspersed within news feeds or content , but also features like “Shop Now” and “Swipe Up to Store” allow these ads to link directly to purchase, thus narrowing the gap between product discovery and completed conversion .

But these ads can be limited in terms of creating real connections . Especially as conversations around racial justice and sustainable shopping grow, consumers are looking for brands that resonate with them on an ethical level .

To convey the brand spirit through product marketing images , sellers can consider user-centric , video-centric platforms such as TikTok and Snapchat .

“We found that 91% of modern consumers find advertising more intrusive than in years past and will filter out such content ,” said Jen Rapp, vice president of brand and communications at marketing automation platform Klaviyo . “ TikTok and Snap chat offer advertising options that can be embedded directly into content. ”

Brands have the opportunity to show behind-the-scenes footage or introduce their employees to customers on a personal level. The benefit of these more entertaining , content-focused videos is that brands can break free from traditional marketing tactics and be more innovative with their content . Even if marketing content is not directly tied to sales, it can still have a positive impact on revenue in the long run.

Additionally, people are more willing to engage with brands, but expectations for transparency are also higher. Klaviyo’s Rapp warns brands against using any direct promotional images, while Kenshoo’s Costello recommends tailoring each campaign.

As Kenshoo puts it : “Marketers can’t assume the same creative can be applied across all digital channels. Brands must be mindful that a brand message that works on one platform may not work on another . ”

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Social Media

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