New financial year, new marketing budget…. What’s your plan?
Following massive privacy lapses, including 14 million Facebook users’ privacy settings switched to public and the subsequent undesirable media attention; Facebook is determined to bounce back into our good books.
Facebook continues to try and improve the user experience and brand transparency, and part of its most recent push includes improving the experiences of those who use Facebook to purchase goods and services.
As users, brand transparency is imperative in erecting trust and loyalty. To tackle this issue, Facebook is introducing the ‘recent ad activity’ tool for users. This tool will allow users to view all of the recent advertisements they have interacted with in the past period, and pass on feedback. These ads can be reviewed and/or saved for later by the user.
Consumer feedback will then determine how the businesses ads will run in the future. Facebook has announced that any brand with a large number of negative ad reviews will be subject to investigation and potentially banned. This is in an effort to protect users from fraudulent businesses and fake advertisements.
However, Facebook is not just immediately sending businesses with negative reviews to the chopping block. Rather, a grace period will be introduced, granted by Facebook and marketing guidance provided to help alleviate the brands' situation.
Additionally, with an ever-growing increase in fake news and negative reviews, businesses will be protected from these so-called ‘trolls’. Facebook will monitor reviews and investigate any that appear to be based on a vendetta or not appropriate to the situation. On these grounds, Facebook will determine whether the review should be deleted from the record.
What do we think about the introduction of ‘review ad activity’?
With this new tool introduction, some brands may be expectedly anxious; however, it’s not bad news for advertisers. Companies that produce high-quality advertisements that lead to quality click conversions are likely to be rewarded through positive feedback from consumers. Low-quality advertisers will be weeded out allowing more space for your business to shine through.
This tool also brings importance to experienced marketing agencies. Knowing the ‘tricks of the trade’ will aid in lowering novice mistakes and enable businesses to reap the rewards of this new function. Outsourcing digital marketing has never been more beneficial for small companies.
Yellow Pages recently released the ‘Yellow Social Media Report 2018’. The report contains the results of research that commenced in 2011 surveying Australian consumers and businesses on how social media channels are being used.
1,500 people were selected to complete the survey online, differing from previous years where phone surveys were conducted with 800 Australians.
So, what did it reveal?
The most common device is a smartphone.
Social media is accessed more than 5 times a day for most Australians. First thing in the morning and in the evening are the most frequently accessed times for social media.
Facebook still remains the number 1 most used social networking site across all demographics.
From the data you can see that Instagram is particularly strong amongst the 18-39-year-old demographic, however, declines significantly in the 40-65+ years old demographic. YouTube is also performing exceptionally well, despite boycotts and billion-dollar lawsuits.
Smartphones prevail as the device most used to access social media. Laptop computers rank second but are significantly less popular.
The main reason Australian’s use social media is to connect with their friends and family (85%). However, people still see the value in following brand and businesses (females more than males), being the 6th most popular reason people use social media. Australians also use social media for research, before they purchase products or services they’re interested in.
The data shows that discounts and giveaways are the top reasons Australians are following brands.
Lastly, the majority of respondents said that they’re not happy to receive ads on social networks. However, people are more likely to trust brands if they find the content engaging and relevant.
For brands and businesses, the Yellow Social Media Report 2018 provides some great insights into how you can better your social media marketing. Are you mobile friendly? Are you prioritising Instagram when in fact your target demographic are majority Facebook users? Most importantly, is your content engaging and relevant?
It's important to get your social media marketing right, and these insightful reports are a great way to put you on the right track. Social media is ever-growing; users grew by 121 million between Q2 2017 and Q3 2017, that equates to a new social media user every 15 seconds. Essentially - your target audience is going to be on social media, and you want them to notice you.
If you'd like help with your social media marketing, send us a message! We'd love to help.