Advertising with Social Media
When the phrase “Web 2.0” started appearing around the turn of the millennium, few people other than hardcore tech types took much notice. But fast-forward to 2015, and it’s hard to remember a time when the web wasn’t like it is today, with our electronic lives dominated by social media, user-generated content and online app development.
The entire focus of the internet has shifted from being a world where the vast majority of us were silent observers of provided content to one where we are all participants in the biggest collaborative project in human history. Where we’re invited to participate through commenting, sharing and creating our own content. The likes of Facebook, Twitter, Pinterest and Reddit constitute an enormous conversation in which we are all taking part. Which means, in short, that there will always be someone ready to listen to what you have to say.
According to studies, a full 50% of 18-24 year olds visit Facebook first thing when they wake up. Combined with a statistic from the Social Media Examiner, that 83% of business reported that social media was important, if not critical, to their business, this all adds up to a golden opportunity for marketing.
The key difference today is that you no longer have to reach all your audience individually – if you can reach and impress some of them, then they will do the rest of the work for you, by passing on your campaign to their social network, who will then do the same with theirs, and so on. The speed at which gossip can travel through a community has been recognised for thousands of years – today’s social networks increase this speed exponentially, and on a previously unimaginable scale.
If you can get people talking about your product, then it’s a short jump to going viral.
But it’s not just Facebook, of course. Pinterest recently added “rich pins”, which are paid-for pieces of content carrying more information and ideal for advertising, while Twitter has been supporting promoted tweets since 2010. People all around the world are constantly talking to one another. If you can get them talking about you, then you have access to the biggest advertising audience ever seen.
With nearly 2.1 billion people having accounts for various social platforms, the social media revolution shows no sign of coming to an end any time soon.