Ignoring advertisements and content curated by businesses is a big part of everyday life. We fast forward through TV commercials, ignore billboards on the side of the road, and hide advertisements that pop up in our NewsFeeds. As consumers we’re becoming more desensitized to advertising tactics that once worked like charms, because we’re bombarded at every turn.
People Love Their Friends
You wake up in the morning and immediately check Facebook, Instagram, Snapchat or Twitter. Throughout the day you scroll through your newsfeed and most likely it’s the last thing you do before you go to bed. What’s the intention? You’re not digesting every single word but rather focusing directly on friends and updates you want to see. We are on Facebook to catch up, to scroll through our NewsFeeds and read what our friends have been up to, join in conversations. Not to see ads.
Like most things in life, the more time someone spends on a website, the more comfortable and familiar they become using it. They navigate faster already knowing what they’re trying to accomplish. Because of this, they will get better and better at ignoring advertisements. They’ll be better at ignoring your advertisements.
People Hate Ads!
“Advertisement blindness” can often be overlooked in terms of content marketing. When you create and promote content that looks like an advertisement, the chance of visitors completely ignoring it is alarmingly high. This may lead to high impressions, low conversions, and overall – wasted money.
This is bad news to anyone trying to get their audience’s attention. A person’s time has never been more valuable and convincing them to stop what they’re doing to read your content is more challenging than ever.
Effective Ads Require Attention
To try and increase the effectiveness of ads, major social media platforms are constantly testing new ways to make their ads look like “regular content”. Through profile information and your actions online, platforms are able to show ads based on things you’ve previously liked, income level, interests, age, geographic location, and much more. This type of targeting is used to increase the chance advertisers will reach the right person, catch their attention, and make a sale.
Get Intimate With Each Social Platform
Different social platforms are utilized by their users differently. Twitter is used for different reasons than Pinterest, just as much as Pinterest is used for different actions than Instagram. Understanding how users interact with each platform is paramount to understanding how to advertise and deliver content on each.
Using this information to our advantage, we can not only think of how to position our content around our audience’s lives and interests, but also which content we should be creating from the get go.
Walk Before You Run
Stay calm and take one platform at a time. The surest way to fail is to write or create content for every major social media platform, website, or app you’re involved in.
Simply start by giving forethought to the format of your posts. This will help you prepare to push your content out to the world. Consider different headlines, descriptive texts, picture sizes, and even different call to actions. They don’t all need to be wildly diverse, but even a little effort will go a long way.
Make A List
To get started, make a list of the websites, social platforms, or apps you’re planning on promoting each piece of content on and write down a small description of why your audience is on there. This list can be as fluid as you need. Instead of using your own insights, and what you think is right, reach out to your audience and ask them directly. We guarantee you’ll encounter some valuable insights.
Once you’ve compiled a good list, reference it continuously throughout your entire writing and marketing brainstorming sessions to iron out different ways of promoting the article.
- What were you doing before you started reading this article.
Sitting at your desk at work? Maybe relaxing on the couch at home. Whatever it is, you ended up on the internet again and you have found yourself reading this article.
- Now ask yourself why?
Did you really want to read it? Was it the picture that caught your attention, or was the title what hooked you? You must have wanted to read the article enough to click on it, which means whatever you were doing a few moments ago, you stopped in favor of something that you found interesting.
Each insight gathered from your audience will help elevate the effectiveness of both your advertisements, and your content.
Trial and Error
Auditing previous promotions is a great way to learn as well. If you posted the same exact message on four different platforms with one of them outperforming the others, ask yourself how changing your messaging on different platforms could help performance.
You can always re-promote content differently allowing you to test various scenarios over and over until you can figure out what really works for your audience on the different platforms.
Need help with making your content convert on Facebook? Ask us! We create content that works on social media so you can access your audience.