August 4, 2018 / Shamit Patel
Social media advertising is becoming the most popular method of advertising for companies everywhere. Every YouTube video you watch and Facebook newsfeed you scroll through is covered in advertisements. With so much money being invested into advertising on tese platforms, it’s important for companies to understand how to do it effectively. For this reason and many others, Johnston et. al (2018) investigated what factors drove a successful advertising campaign measured through consumer interaction. What they found were that social media advertisements that informed/entertained (infotainment) and offered a high-level of credibility were the most effective, particularly for those who display a high-avoidance level towards risk. They also found that ‘infotainment’ had more value on content community sites such as YouTube while credibility-related content had more value on social networking sites such as Facebook.
What does this mean for marketers?
In the competitive world of business, there are several companies that are offering the same products and/or services as you. When you decide to start an advertising campaign, it’s important to build credibility for your firm. Some ways to do this would be to highlight customer reviews, testimonials, or awards/achievements that you have won. It is also important to educate your audience in a humorous and concise way. Be sure that the advertising you are putting out has insightful information that gives your intended audience something to think about.
Thanks for reading,
Johnston, W. J., Khalil, S., Le, A. N., & Cheng, J. M. (2018). Behavioral Implications of International Social Media Advertising: An Investigation of Intervening and Contingency Factors. Journal of International Marketing,26(2), 43-61. doi:10.1509/jim.16.0125