Advertising media and appropriateness
Social media advertising
Social media advertising uses social media platforms to promote a product. The content may be business-generated or third-party-generated.
Who creates the content?
| Type | How it works | Main effects |
|---|---|---|
| Business-generated | Created and controlled by the business. | The business controls the message, timing and branding. Customers may trust it less than content from other users. |
| Third-party-generated | Created by people outside the business, such as customers or other users. | It can seem more credible and authentic, and sharing can spread it to a wider audience. The business has less control, so the message may be inaccurate or include negative comments. |
Strengths
- It can be free or low cost, which suits a small budget.
- Posts can use video and audio to show a product in action; for example, a phone-case maker could post a clip of a case being fitted.
- Platform tools can target specific audiences, so the advert is more likely to reach people who might buy.
- It can be interactive: customers can give feedback, share posts and follow links.
- Results can be measured through likes, shares, clicks and views, showing whether people respond.
- It can reach customers internationally, not just locally.
Limitations
- Some customers do not use social media, so reach is limited. It may not suit a target audience that avoids those platforms.
- Adverts may be scrolled past or ignored. Many followers are already interested in the business, so posts may not win many new customers.
- Updating and monitoring posts takes time, and negative comments can damage the business's reputation.
Practise this
Cambridge National Enterprise & Marketing · 4.6 Selling to the consumer