Advertising on social networks allows for a more dynamic approach in terms of product sales. Indeed, it is possible to target your audience according to a defined objective. Currently, it is possible to advertise on Facebook, Instagram, YouTube and others, which makes it possible to reach a wide range of potential customers. Social networks then become a sales tool that can pay off in terms of marketing.
THE BENEFITS OF ADVERTISING ON SOCIAL NETWORKS
Advertisements on social networks can offer several privileges, especially in monetary terms. Advertising is generally free of charge, although there are exceptions, particularly in the case of Facebook. The latter’s media companions may be paying. In all cases, the expenses are generally less expensive than in the case of traditional advertising, which reduces costs. In addition, advertising on these many social platforms increases visibility since most people have at least one network in which they are active. Ads on these platforms are therefore more likely to stay in the minds of potential clients than traditional ads. In addition, it should not be forgotten that social networks allow you to communicate directly with potential customers, which is a big plus since it is possible to know in real time what they want, what they expect from a product. It is even possible in some cases to have a feedback from the customer which allows to improve the quality of the product. Thus, social networks can prove to be a great tool in terms of marketing and advertising to publicize a product.
THE DISADVANTAGES OF SOCIAL NETWORKS IN TERMS OF ADVERTISING
These are mainly found among Internet users. While this can be of great benefit to the potential customer, since he can access all the information about the product without having to make too much effort, the overflow of advertising can become very tiring, which could lead the user to just pass over the advertisement without paying any attention to it. For marketers, the constant growth of advertising on social networks could handicap them as competition will become increasingly fierce to attract potential customers to the product. For example, in the case of Facebook currently, several ads related to beauty products for women are being seen. While at the very beginning these types of ads are made in a simple way, the current competition wants them to be more and more elaborate to attract potential buyers which, in the long term, could become budget-conscious.
THE CHALLENGE OF ADVERTISING ON SOCIAL NETWORKS
In terms of advertising on networks, there is a great deal of risk when it comes to what is commonly referred to as “bad buzz”. The latter, literally meaning bad publicity, is often difficult to control. In the case, for example, of a customer who has not been satisfied with the product advertised on the networks, it will be easy for the latter to launch a criticism that could be taken up by several Internet users, causing a snowball effect that could harm the company behind the product in the short or medium term. It is therefore necessary to be extremely careful about the way in which an advertisement is presented so that it does not lead to serious consequences later on, particularly in the case of misleading advertising.
SOCIAL MEDIA AND THE GROWTH OF ADVERTISING
An essential element of today’s marketing strategy, social networks are becoming more and more important in terms of advertising. Companies and brands are aware that most of their customers are present on them, which has led to the need for them to be present on these platforms. Today, advertising on these platforms is a real communication tool between companies, brands and their customers, allowing interaction between the different actors for their own satisfaction. However, the increasing increase in advertising can hinder this dynamic, as customers may choose to block advertising through certain applications because of too much advertising aggression. At the brand level, this increasing advertising may cause brands to be overly reactive in order to compete with the competition resulting in too much visibility. Thus, advertising within social networks, yes of course, but with a search for balance so as not to disturb Internet users, because it should not be forgotten that the primary purpose of social networks is not to be able to advertise later on, especially with regard to misleading advertising.