Social Media Advertising Dollars Should be Spent on Creating Great Content First

Socialbarrel
Aaron Elliott Founder, Socialbarrel.com, Social Barrel

Posted on June 27th 2013

Social Media Advertising Dollars Should be Spent on Creating Great Content First

A recent study conducted by BIA / Kelsey predicts that by 2017, social media advertising spending will have reached 11 billion dollars; a significant growth compared to 4.7 billion dollars last year.

Business owners and investors are excited with this huge growth, but according to Ian Schafer, chief executive of Deep Focus, a full-service, interactive marketing agency, the ad agency may not be ready to deliver when 2017 comes.

Schafer points out the study conducted by YouGov, which showed that last year, only one out of 20 users in Facebook clicked at least one advertisement. In addition, less than ten percent of Facebook users think that targeted ads are relevant to their needs.

One reason why Facebook ads have such a negative impact on users is because they appear to march into our private social media space,  sending us spam messages, mobile banners, occupying the right side of our profiles, forcing us to watch 15 second video ads, and more.

Social media advertising money should be spent on creating great content first, and that will lead to good advertising in social media. (Image: bizlaunchmarketing (CC) via Flickr)

Social media advertising money should be spent on creating great content first, and that will lead to good advertising in social media. (Image: bizlaunchmarketing (CC) via Flickr)

Social media platforms are expected to create revenue through advertising, especially if they go public or become part of public firms. But this leads them to sell ads similar to those of online ads. This is true despite the assurance of social media marketing, in which social media is expected to increase brand awareness and make people know more about brands and the people behind brands.  But this is hard work and takes time, so we see lots of ads in social media, going in pursuit of revenue rather than consumers.

To solve these problems, many social media platforms, including Facebook and Twitter, have ad solutions that help brand owners create good content. In addition, Facebook carries out events that help make better publishers out of brands. Still, most of the money is used for clickable ads, and only a few go to creating content because there is a huge detachment between people who buy the ads and those who create the content.

Schafer says that good advertising should come out of good content, shared through social media platforms. Advertising money is better spent on making good content and getting more and more people to share it. In this regard, Schafer says that advertising through social media is “a result, not a product.”

Social media should be a place where relevant ideas and excellent content are spread. We should not use social media platforms to stuff ads that are just being distractions. As such, brands should always produce, publish and promote content. Then, advertising dollars in support of content will be spent at the right time. This is what is known as a content-first social media ad strategy.

 

Socialbarrel

Aaron Elliott

Founder, Socialbarrel.com, Social Barrel

I'm 30 and live in Adelaide, Australia. I have a strong interest and passion for Social Media, Blogging and Online Marketing. To execute this passion I have created Socialbarrel.com which aims to connect social media users and marketers, with the latest and most up-to-date news on the social media scene. Don't forget to check out Socialbarrel.com for more Social Media News.

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Comments

You are right about great content. If something hits the newsfeed or timeline it influences.

Research shows the best content is user generated content (UGC) because it makes each individual the star of their own show. Adding product placement to that UGC with a subtle logo or message is the optimal way to create influence and awareness.

Most big brands spend millions on events - reaching a relatively small number of people in the real world. This is old marketing that doesn't fit with today's marketing mix.

Todays marketing mix requires social. A social media operating system for events (like dwinQ) is the single best way to develop influence and awareness. It is a part of the marketing mix that will be a must have for event marketer trying to stay relevant.