While social media is a useful tool that businesses can implement into their respective marketing models and outreach efforts, there are certain drawbacks that come with the use of social media for individuals. Some of the same aspects of social media that make it beneficial for businesses and brands make it potentially dangerous or even harmful for the average user
According to the Global Web Index’s 2017 flagship report on the latest trends in social media, 98% of digital consumers are social media users and over half of
Appealing to target audiences, aiming to increase your reach and ultimately ensuring that audiences are satisfied with what you produce are basic principles of marketing that should be adhered to for success.
How to take advantage of the increase of Social Media Use?
In aiming to please audiences, brands and businesses on social media can use the fact that audiences seem to be experiencing addiction to social media platforms to their advantage, especially considering the fact that over 2.62 billion people worldwide use social media:
- Updating business’ social media pages frequently and catering messages to audiences is likely to at least increase traffic to any given page.
- 25% of young people between the ages of 16 and 24 say that seeing a brand or product being “liked” or endorsed on social media by someone in their network is a purchase driver, while 13% from this same age demographic say seeing a “buy” button on social media is a purchase driver.
- With these statistics in mind, including a direct method of buying a product on social media is one step businesses can take to turn widespread avid social media use into a financially beneficial factor for their business.
For brands, high engagement rates are indicative of a brand having successfully reached their target audience and
According to a Global Social Media Research Summary conducted by Smart Insights in 2018, Facebook continues to be the social media platform most widely used in most countries across the world, followed by Instagram by a large margin. This study predicts that the reign of Facebook will continue for years to come, as it is still the fastest growing social network. Other platforms such as Instagram and Snapchat are experiencing major growth, and have been characterized as networks to watch.
Daily time spent on social networking by internet users worldwide from 2012 to 2017 (in minutes)
Social media platforms continue to implement features that make it increasingly difficult for average users to stop using apps, such as the invention of infinite scrolling and the like button. The existence of such features encourage continued usage and work to the advantage of businesses and brands on social media, whether or not the best interest of the average consumer is being kept in mind.
How can companies take advantage of this addictive nature of social media?
Understand how users interact with brands on social media platforms
Include a “buy” button on products advertised on their social media platforms
Post at typically busy times on social media
Strike a balance of when to post & keep it consistent
Use a variety of social media platforms to interact with their audiences, prioritizing Facebook