Targeting in social networks

Targeted advertising: social media market trends 2021

Even recently, digital analysts predicted a steady decline in social media market activity. Such forecasts were supported by the data of sociological experiments and surveys. In particular, in 2019, the statistics looked like this: 29% of UK residents and 23% of US citizens said that they feel the negative impact of social media on their psychological state and well-being. But not even a year has passed since the trend has radically changed its direction. With the beginning of the pandemic caused by the new virus Covid-19, people began to return to their accounts en masse and actively use the Facebook, Instagram and YouTube platforms. Moreover, if previously passive consumption of the offered content was observed, with the beginning of the period of isolation, users published their own content, which increased interest in interaction between people in local territorial units. It is thanks to such a spontaneously arising trend that the new viral channel TikTok became popular.

GlobalWebIndex data for the II quarter of 2021 indicate a stable dynamic of activity growth on social Internet platforms. The need to minimize movement and physical contact has led almost all vital processes of people to the social network. The lack of communication is so great that even a properly designed advertisement becomes an object of discussion. The increase in the frequency and time of presence in network accounts around the world is explained by the surge in communication and video communication through applications (WhatsApp, Messenger), the fastest way to get relevant covid news and answers from experts / experienced people / institutions directly, quickly and contactlessly .

Targeted advertising is a tool that allows you to gather a target audience on a virtual platform created by us, segmenting the global network community according to the parameters of residence, temporary location, gender, age, occupation, hobbies, etc. in order to stimulate sales/registration/orders/recognizability. In the community of marketers, the process of segmentation and interaction with the client’s target audience through social media advertising is called targeting. The name itself, derived from the English target – a goal that perfectly reflects the essence of this advertising mechanism. The final addressee, that is. our marketing target is users with a certain set of personality / geographic / behavioral characteristics. The key task when creating an advertising campaign (RC) is to find as many representatives of the CA as possible, spending the minimum possible budget on it. Why do they say that targeted facebook advertising is expensive? It’s simple: because the media giant Facebook Inc. owns perhaps the largest mass of personal data, and that alone. State special services do not always know what the owner of a free global social network already knows. Such unique ownership makes it possible to sell aggregated data about account owners indirectly through the functions of the advertising cabinet. So, the high cost arises if you want to make a large coverage. Let’s say we need a targeted Facebook ad to sell women’s fitness apparel. We launch a campaign, and when choosing sports, we choose not fitness, but the entire audience, which, according to the data specified in the profile, is engaged in sports. As a result, FB will show ads not only to fitness fans, but also to fans of surfing, volleyball, and maybe even chess. The price of such a campaign is incomparable with the result. That is why it is important not only to make a portrait of the CA, but also to clearly digitize it in the advertising office.

According to the data of the digital agency PlusOne, at the beginning of 2021, targeted advertising on Facebook and Instagram, as before, attracts CA to interact and make conversions. In particular, the average Ukrainian user calls advertising posts 21 times during the month, and also freely joins the discussion. Today, Ukraine is in the leading positions in terms of the penetration of Facebook Inc products in Europe, ahead of France, Germany, the Czech Republic and Poland. Within the country, FB coverage still prevails, but in Kyiv, Odesa, Kharkiv, Chernivtsi and Kherson regions, on average, it is already at the same level as the indicator of visually oriented Instagram.

Targeted advertising in social networks: trends of quarantine 2021

• the growth of the e-commerce market and sales in social networks
  GlobalWebIndex experts estimated that according to the results of the first half of 2021, 25% of the global consumer audience is looking for brands in social networks. At the same time, about 60% approve of commercial advertising.
• a radical change in consumer priorities
  With the beginning of the pandemic, the world finally ceased to be the same. Undoubtedly, the new rules of life significantly influenced the behavioral model of consumers. Now the business should ask the question of targeted advertising, what it is in the context of new realities. If we are to believe the Global Web Index research (and we have no reason not to trust a reputable company that is targeted by media agencies and marketers around the world), in 2021-2022 the consumer will be most favorable to advertising messages that demonstrate
• optimal ratio of quality and price
• reliability guarantees
• expression of concern

Targeted advertising on Instagram and Facebook: advantages

We have dealt with the trends, new opportunities and prospects of doing business on social media platforms. Now let’s take a closer look at what targeted advertising is from the point of view of the specific benefits that can be obtained with a well-formed message and precise adjustment of the RK:

• Communication with the user from CA directly

This is an extremely useful targeting option – thanks to the audience segmentation function, you do not address a collective and hypothetical potential customer, but directly a representative of your target audience, who is precisely interested in the product / brand / service. Moreover, direct communication with the user from CA gives you the opportunity to immediately receive feedback: wishes, experience, recommendations.

• Optimizing the advertising budget

As already mentioned above, you do not need to offer your product to everyone in a row, otherwise you will burn out. Emotional clicks of male cyclists and swimmers on a paid publication with an image of a charming fitness instructor in branded clothes does not at all guarantee the purchase of the proposed suit. At the same time, advertising correctly targeted by gender, geography and preferences will spend your money wisely – you will immediately see this by the number of visits to the site or insta-shop and the number of conversions.

• Formation of a loyal relationship

Whether a netizen is ready to buy a product of interest now or is in the middle of thinking, their reaction to a targeted paid message speaks volumes. If a potential customer engages in a discussion, be grateful to them at all times and under all circumstances. Quality communication, with attention and real care for the client, sooner or later will pay off. A friendly attitude is now valued more and more every year, especially with the increased demands of audiences of millions, as well as the new generations Y and Z.

SMM agency INFOTOP specializes in targeting various market segments. Thanks to experience and attention to the specifics of the client’s business, we create and implement successful cases, calculating the most optimal budget for the client. If you are interested in targeted training advertising, we are ready to answer any question about conducting advertising campaigns in social networks. If you need targeted Instagram and/or Facebook advertising, let’s start developing your business now!