Targeting with intent, carefully defining your audience, and creating engaging content are essential no matter the medium.
Posted by Andy Hardman at 8:00 AM on December 19, 2019 | 3 minutes to read

Brands find it challenging to adapt to the ever-changing landscape and create platform-specific content due to the rapid ebb and flow of social media and third-party applications. As a result, many companies have a hard time deciding where to put their money. Strategies that may have worked in 2018 are already out of date this year. In 2020 and beyond, the same will be true.

Where, therefore, do social advertising efforts fall short? What can companies do to improve their brands’ shortcomings? Some widespread pitfalls are described below.

Attacking from the wrong angles

Brands frequently combine their retargeting and prospecting activities, sending the same irrelevant messages to both new and current consumers. Money is wasted, and the wrong customers receive the incorrect messages. On the other hand, other campaigns aim for no specific demographic. Brands have trouble with strategic targeting because they lack a deep understanding of their target demographic and their goals. During an examination of a potential new partner, we discovered a campaign in which advertising were seen to more than 240 million individuals outside of the specified demographic.

We’ve also seen businesses aim for such a narrow demographic that they end up falling short of their campaign’s objectives. Brands need to master the art of strategic targeting in order to maximise the reach and return on investment of any social campaign.

Making and sharing media

One challenge is coming up with interesting material to share. One maker of outdoor cooking gear, for instance, promoted their wares on social media by featuring mouthwatering photographs of food. Images of food are interesting to look at, which is why Pinterest has become so popular, but they don’t do much to build a company’s reputation or sell its products.

Video shared on social media platforms is frequently engaging and successful in driving sales and engagement. Despite this, we frequently come across video content that is either of poor quality or nonexistent. Despite a decrease in Facebook’s available inventory, video performance increased dramatically in 2019. It is possible to create high-quality content while decreasing production expenses. If you’re looking to save production expenses without sacrificing quality, either take advantage of free creative services platforms that deliver great outcomes or shorten high-budget videos.

Strategic social investment is essential for the success of advertising campaigns, as the number of worldwide social platform users is expected to increase to more than 3.09 billion by 2021, and as users spend an average of 136 minutes a day on social media in 2018.

Without anticipating the future trends and technologies that will drive social success, brands will continue to miss out on substantial possibilities. Remember to constantly target with purpose, identify audiences intelligently, and generate engaging content regardless of whatever platform becomes the next big thing.

Problems With Brand Advertising On Social Media And How To Fix Them.