30 second summary:
- Brands are increasingly faced with the challenge of grabbing audience attention with paid posts as users learn to scroll past sponsored content.
- Ad spend has decreased during the pandemic, which means there is less competition noise and no better time to shine.
- Marketer Mike Monroe shares the top three drivers for increased engagement with sponsored posts on social media.
Before the coronavirus pandemic, navigating social media marketing was like trying to navigate a busy metropolis. It was loud, full of advertisements, and generally oversaturated. After a while, the scrolling turned into a blurry blur.
It is becoming increasingly difficult for brands to grab the audience’s attention with paid posts. People question big tech and its seductive algorithms. Labels get bigger. As a result, users on Instagram, Facebook, and Twitter learned to scroll through anything labeled #sponsored. They want to see entertainment, not advertising.
But now there is no better time to shine. Ad spend has decreased significantly due to COVID-19, which means the volume has decreased. Companies now have a better chance of differentiating themselves if they follow Seth Godin’s theory and incorporate a purple cow – or some notable, vibrant, unique element – into their social media marketing. It’s the perfect time to grab new attention by creating memorable content on Instagram, Facebook, and beyond. By creating unique ads that are worth looking at during a marketing break, brands can stand out and grab the attention of target audiences.
Find an opening for your brand
However, it is not easy to solve social problems. Many companies have tried and failed to gain a foothold with paid media. Sometimes the problem is that the sponsored ads look like they’re made by people who have never tweeted or snapped in their life. In other cases, the error lacks a clear target or an attempt to attract the wrong audience. For example, Gen Z aren’t going to scroll through Facebook, and Gen X aren’t that interested in TikTok.
However, it can be done. According to Instagram, 6 out of 10 users discover new products through their channel, and Twitter ads can generate engagement rates of up to 3%. Habits and behaviors are currently the subject of discussion as people define their new normals so that brands that zigzag while the zigzag of their competitors dominates popular platforms. The trick is to figure out how your company fits into the narrative.
At Vector Marketing, we saw a huge increase in brand awareness thanks to a deceptively simple TikTok video with our product, a baby Yoda head made of sound, and annoying background music. The video was our first big hit and it helped us grow our account significantly in terms of followers and views. Why did the video garner so much engagement? It picked up on some major internet trends: TikTok was hot, Baby Yoda was popular, and # oddlysatisfying videos took off. By merging these phenomena, we hit Pay Dirt.
How to Increase Sponsored Post Engagement
Write the right message for the right person at the right time. That’s the recipe. If you’re struggling with sponsored posts, check out the recipe and see if your social media marketing efforts include all three ingredients:
1. The right news
What’s your plan You need to know why you are saying something before you say it. Think about the purpose of your paid ad and position it accordingly. For example, if your goal is lead generation, make sure you have a catch, an educational element, and a call to action. If your goal is brand awareness, make engaging content at the premium. Remember not to assume that your pictures, copies, and other subjects are good, but rather to test them from A / B and see what really appeals to your audience. This is crucial as more than half of all branding discoveries online take place on public social feeds. Remember, the more people see or click on your ad, the higher the ROI.
2. The right person
Your social media audience acts as a judge, jury, and executioner. If you think your content is trending and users aren’t biting, it’s time to redefine what you consider trendy. Your perception is not as important as the audience’s perception. For example, let’s say you’ve just created a post for millennials about Baby Yoda. It’s still relevant, but Millennials and Gen Xers have moved on (as they are quick to do). You need to meet your target audience where they are. So, take a look at the demographics of the social platforms you are courting and plan accordingly.
3. The right time
Identify the perfect time to post by adapting your content to the zeitgeist. If it’s fall and you own a laundromat, you might ask devotees, “You should never wash your jersey during football season. Right or wrong? ”While your answers are likely to be interesting, they don’t matter. What is important is that you benefited from a trend and met consumers when they were ready to get involved.
It is difficult to get social media users’ attention, but it can be done. Stay tuned, remember the three ingredients in the recipe, and be ready to see the engagement increase.
Mike Monroe is Digital Strategy Manager at Vector Marketing.