Advantages and Disadvantages of Social Media Advertising
Social media has indeed made the world interestingly smaller in the last decade alone. It made human interaction easier, faster, and more convenient. Combined with the newest technological innovations in communication, various social media platforms have become more powerful. These platforms have also proved helpful for their users, especially business owners implementing their digital marketing campaigns. As such, in this article, let us discover some of the common advantages and disadvantages of using social media advertising.
People and Social Media Platforms Today
As of January 2021, there are already 4.2 billion active social media users in the world. Some of the most popular social media platforms worldwide ranked according to their number of active users include Facebook (2.7 million), YouTube (2.3 million), WhatsApp (2.0 million), Facebook Messenger (1.3 million), and Instagram (1.2 million).
Let us take Facebook, for example. You have a potential market of 2.7 million people. Imagine how wide this marketing platform is going to be for business owners and social media marketing consultants to promote their brands. For this reason, social media marketing (SMM) bombed its way through to this globally renowned mediated world. Although this social media strategy has been around even before Facebook came into the picture, the technological evolution in digital marketing was able to bring it forward to this day.
For some business owners and social media marketing experts, social media advertising made their marketing efforts efficient and more streamlined. This approval and satisfaction are primarily due to the vast number of potential targets to introduce their products. However, some business enthusiasts may have to disagree with them. They consider social media platforms as double-edged swords for how they can either make or break their businesses.
Thus, how can you say if social media advertising is good or bad for your business? Should you dismiss the use of social media in advertising your business because of its disadvantages? Or should you take the risk despite said disadvantages and focus on the benefits that you may reap if you employ this digital marketing strategy?
Let us understand the many effects of social media advertising in your business marketing activities from an argumentative standpoint. Let us dig into both its advantages and disadvantages.
What are the Advantages of Social Media Advertising?
Below, we have listed five primary advantages that your business can get when using social media marketing to promote your products and services:
Increases Brand Awareness
Creating a social media profile for your business is an exceedingly powerful way to expand brand awareness and increase click-through rates. Social networking sites can be of good use when it comes to marketing your brand. Aside from Facebook, Instagram, and Twitter, you can also make use of other online platforms. These platforms include TikTok, Pinterest, YouTube, Snapchat, and even Tumblr. You can also use LinkedIn.
Generally, the wider your audience reach is, the more exposure you can get. Moreover, social media platforms are incredibly beneficial, especially for new businesses. These platforms can help expose your brand to the public, making it possible to reach your audience. Social media has become such a staple marketing strategy that even hotels join in and win the social media game.
Promotes Customer Engagement
Engaging with customers is a fundamental factor in marketing and boosting conversion rates that businesses and social media marketing experts have been promoting for many years. It is an integral factor in guaranteeing that your customers seek you whenever they need your products and services. Through customer engagement, business owners and social media marketing experts can also effectively build lasting relationships with their customers.
Social media platforms are created mainly for communication and interaction. As such, it is only natural that the use of social media and advertising through social media can encourage people to engage with you. We highly suggest making it an everyday routine for your business. As you continue to engage with your customers, you also increase the chances of them purchasing more of your products.
Assists in Monitoring of Competitors
With social media advertising tools like Facebook Advertising, business owners can research their competitor’s latest trends and activities. No, it’s not a bad thing. It’s also not cheating. By checking out your competitor’s latest activities, you can determine how to better market your products and services. These activities may include business strategies or marketing efforts that you and your social media marketing consultants can adapt and incorporate into your plan.
So, if you see a marketing strategy that works for your competitors, you can try to adapt it and integrate it into your marketing campaigns. Of course, you need to modify it to serve best your unique business goals and needs. If you do this, you can formulate better marketing strategies that would help you match up or exceed your competitor’s marketing development. As a result, you get to improve your marketing campaigns and activities. You also ensure that your targeted audience finds you on social media and avails of your products or services.
Provides Accessible Consumer Insights
The vast majority of social media users are pretty vocal about their opinions on the latest trends. So, if you take this into consideration, social media platforms can help business owners and social media marketing consultants identify what their consumers want or need. Therefore, what you can do to make this possible is gather customer insights from various social media platforms. Then, make sense of these insights and try to apply them to your marketing strategy.
As much as possible, it would help if you guaranteed that your products or services would cater to their needs. You should be able to make them understand that your products are the solution to the problems that they are experiencing. In doing so, you can build a splendid brand impression. You can also expand your potential market, keep existing customers and, ultimately, increase your product sales.
For the Most Part, Free
When you create a business profile on various social media platforms, they come primarily free. Facebook, for instance, allows you to create a page for your business on their platform. So, you should take advantage of this! With a social media platform, you or a social media marketing expert can promote or advertise your products or services for free through a public post. You can update your existing clients about new products and encourage potential customers to purchase. You can even share your posts with your friends and their friends without having to pay a single penny.
Just take note that if you choose to boost your content’s audience reach, it will not come for free. Nevertheless, the fact that you have the freedom to post anything about your brand and promote it to the general public without having to pay is already beneficial.
Now, the following section will discuss the disadvantages you may encounter when using a social ad in your business.
What are the Disadvantages of Social Media Advertising?
In this section, we will discuss some of the reasons why advertising through social media can become disadvantageous.
Allows Negative Feedback
One negative viral feedback from a dismayed customer or client can hit your business harder than a knockout punch. So, always keep note that this a pressingly vital factor to consider for business owners. Anyone can share almost everything on social media platforms with others, which means that one negative feedback can impact nearly everyone.
Seeing something negative online about your business could break customer trust. It could then ruin brand perception for both business owners and their respective companies, despite the fact they can still respond to said negative feedback. As a result, your chances of attracting more potential clients also decrease. Check out some of the ways on how you can manage negative reviews.
Costly and Time-Consuming
Social media advertising is a gradual process that requires high consistency for the business to be known. It may sound like an easy task in theory. Still, social media advertising will require a lot of time and patience from the business owner and their social media marketing consultants, especially when it comes to social media management. Not to mention that you would most likely need like a year’s worth of luck to get immediate results.
However, there is something that you can do to speed up the pace. If you wish to quicken your advertising campaigns, you can choose to boost your social media ads. However, doing so would come at a price depending on the audience reach, frequency, duration, and other several factors. In the end, social media advertising is a financial risk that you and your business should be ready to face.
Presents High Volume of Content
As shown in the statistical chart above, more than half of the world’s population today has access to the Internet, including the various social media platforms that are available online. Consequently, more businesses go online and use social media platforms for advertising and raising awareness about their brand.
Because of the heavy number of organic content from other companies and organizations that utilize social media in their marketing and ad campaigns, the chance of a potential customer finding your products and services would be like finding a needle in a haystack. There’s still a chance, but it is quite slim, especially if you do not know what you are doing. Thus, for business owners, especially those that are still new to online marketing, increasing brand awareness is not as easy a task as they may have previously thought.
Susceptible to Misleading Information
It is not a secret that social media contains a lot of fake news and content. We see them everyday. Other people even believe those posts immediately without proper cross-checking for its authenticity and validity. So, say you unintentionally offend or disappoint a customer. That customer may use the power of social media to spread rumors and falsely accuse you or your business online.
So, users who cannot filter through said misleading information could fall into that dismayed customer’s lies. Along the process, that customer’s announcements on social media could cost you potential clients, and even your existing ones. Thus, misleading information could tarnish your and your business’s reputation on a large scale.
At-Risk to Possible Security Breaches
With the rise in technological advancements also comes the rise of hackers and other malicious individuals. So, take them into careful consideration if you are planning to create a social media account for your business. We are constantly informed that our social media accounts, applications, and websites are highly protected. However, they are not absolutely protected. They are still at risk for possible security breaches from said online hackers.
Then, when these hackers access our social media accounts and channels, they could harm us in many ways. By then, they would have the power to destroy your and your business’ image and reputation. So, although this disadvantage rarely happens, the stakes are still higher for business owners when it does happen.
As you can see, understanding and weighing the possible positive and negative effects of using social media advertising can help you strategize efficiently to improve your businesses. So, always remember that you need to handle social media advertising critically. Also, remember to tailor-fit it according to your type of business. Then, if you decide to advertise through social media, you will definitely need help from social media marketing consultants and experts.
Take the Risk in Social Media Advertising!
On a final note, you should know that successful business owners need to be calculated risk-takers. Staying within one’s comfort zone rarely takes anyone anywhere. Therefore, if you do not take risks, you would not get returns.
Do you want to be successful in your digital marketing campaigns? If so, you should get assistance of social media marketing experts from a social media marketing services provider in the Philippines. Take the risk in using social media advertising as part of your business strategy today!
Are you ready to use social media advertising in your marketing campaigns? Let our social media marketing consultants know how we can be of help in the comments section below!