Americans have a dimming view of online advertising.
That’s the gist of a new report from Sprout Social, a social media monitoring and management provider, in which over 1,000 Americans were surveyed for their opinions about advertisements. The report found that when perusing social media platforms such as Facebook and Twitter, users ignored a lot of brands’ offerings.
Whether or not the downturn can be pinned on increased fears over how user data is being handled, the results are clear. Twenty-seven percent of consumers say their opinion of social media has worsened, with 58 percent saying their dismay stems from the proliferation of ads.
The study’s findings highlight a growing problem for communicators: How can brand messages break through the noise and reach a overstimulated general public?
The study suggests these tactics to stop users from scrolling past brand messaging:
1. Entertain your audience.
Though your first instinct might be to use your precious ad budget to talk about your brand and highlight corporate objectives, your audience might not give a fig about your business objectives. Instead, create infotainment or content that creates interest, and always look to tell a story.
The study found that entertainment was the “best way to stop the scroll,” with 41 percent reporting that fun content would engage them on social media. Thirty-seven percent allowed that a discount would grab their attention, and 33 percent wanted content that
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