When Marketing On Social Platforms, Sellers Should Pay Attention To These Demands Of Consumers!

Chris Costello, senior director of marketing research at digital advertising platform Kenshoo, said: “About half of adults are using social media more since the start of the pandemic than before the pandemic, and younger generations are using social media more. The most time is spent on the platform.” This gives brands new opportunities to engage their audiences.

Social platforms like Facebook and Instagram have traditional ads interspersed with news or content, but there are also features like "Buy Now" and "Swipe Up to Shop" that allow these ads to link directly to a purchase, narrowing the gap between discovering a product and completing a conversion. distance between.

But these ads can be limited when it comes to making real connections. Particularly 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.

Jen Rapp, vice president of brand and communications at marketing automation platform Klaviyo, said: “We found that 91% of modern consumers believe ads are more intrusive than in years past and will filter out this content. And the ad options offered by TikTok and Snapchat can Embed directly into the content.”

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

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

As Kenshoo said: “Sellers cannot take it for granted that the same creativity can be applied to all digital channels. Brand information that works on other platforms may not be suitable for another platform. Brands must pay attention to this.”