Social media advertising turned the industry on its head with affordable pricing structures that publicize brands at a minimal cost. Last year, Facebook reported advertising revenues of $3.59 billion dollars. Now, the social media mogul is growing the cost of their advertising resources. The dollar increase is 53 percent more for ads than in 2014.
With higher prices comes a more selective curating process. Most companies have no qualms about paying more for coveted social media ad space, but what they don’t realize is that they need to change their tactics, as well. To remain a leader in the space, businesses need to improve their approach. Money can’t be the only thing that talks, your brand has to also.
On Facebook, advertising is more than a visual; it’s an experience. Consumers and users expect brands to engage them in dynamic ways, including stimulating content. One-way ads are now a piece of advertising history with interactivity dominating desktops.
To keep up with the changing online advertising industry, businesses can create more engaging ads by injecting humor, wit, topical information and emotions into their content. Those that don’t grasp the idea of branded content versus display advertising will quickly lose out to those that do.
When it comes to catching up on social correspondences, mobile devices are the content cruiser of choice, and you can bet users aren’t looking to the side menu for ads. So what’s a business to do? If a brand wants to see a return on their investment, they’ll have to think more seriously about the content they share; because in the world of Facebook, sharing is caring.