Flavie Billot
Published on 2 September 2022
The business model of social networks is built on advertising revenues. Advertisers sponsor their content and the platform gets rich by selling visibility. In addition, content creators/influencers are also remunerated through commercial partnerships and participate in this progressive shift towards increasingly commercial content.
Is this advertising stranglehold on social networks a good thing? Not really… the public as well as the creators are indirectly victims of this system which favours big advertising budgets and sponsored content to the detriment of “natural” messages.
So how do you use social networks to promote your brand in this context? How to choose the right advertising investments? Here are a few avenues to explore together…
As a communications professional, it is impossible to avoid social media advertising for the time being. The relatively captive audience, the ease of use, the accessibility, the profitability, the variety of content to share, etc., are all elements that are widely appreciated by brands. All these elements are widely appreciated by brands.
First of all, you can develop a strategy according to the advertising channels (Facebook, Instagram, TikTok, Pinterest or even Linkedin). But this is not enough!
Indeed, the rejection of advertisements by the social network audience (see the France Info study on this subject) is causing a profound change in the messages transmitted. Advertisers are starting to create other types of ads, more “natural” (see our article on authenticity), more adapted to the desires of the network audience. As an advertiser, we can therefore try to vary the formats, create “series” of ads with a progression in the messages, take care of the storytelling, entertain and interest. It is necessary to imagine clever devices to limit expenses and obtain the most convincing results. To do this, you have to test, test, test… and see how the algorithm and the audience behave in order to adjust and improve your advertising content.
The message should not force people to buy, but inspire them. An inspired customer is much more likely to be interested in the product. We avoid injunctions (click here, buy now, subscribe) to instil messages on the real values of the brand and encourage discovery (I participate, I want to see!, I discover).
The Ordinary skincare brand has built its image around the transparency of its offer and its excellent value for money. Indeed, the brand hides nothing, its open and precise discourse is a source of confidence and leads to purchase.
Advertisers are also investing in collaborations, with content creators or personalities who benefit from the public’s enthusiasm. However, the multiplication of Brand/Influencer partnerships also has a negative effect on the trust of social network users. The audience no longer knows who to believe and many collaborations sound false. We have seen recently, on social networks, everything and anything in terms of partnerships. Some of the actions discredit both the brand and the influencer…
Nevertheless, the relationship between influencers and their audience is always strong and, most of the time, built on real affinity. If the influencer is creative enough, they bring a world to their audience that appeals to them. When an influencer talks about their favourite object or place, the subscriber receives the message as a tip from a friend. This aspect helps build an engaged community.
Influencers must therefore be qualified according to their themes, messages and creative universe in order to be as close as possible to the brand’s natural environment. To do this, it is necessary to take the time to discuss with the influencer the various possibilities of collaboration. You must propose several devices to find the best one together. Collaborations that do not make sense for the brand (even if the influencer has millions of followers) should be avoided at all costs.
For some years now, advertising budgets have been invested primarily in online strategies. Indeed, offline communication offers less visibility on the returns on investment since it is less traceable than online advertising. But the public wants more direct contact and trust is more easily gained outside social networks. It is therefore best to mix online and offline offers.
Some ideas for off-line advertising to be combined with digital actions (web and social networks):
It seems a bit old-fashioned as a type of campaign. However, it is time to give yourself the means to meet your audience. For tourist destinations, there are more offline contact points. It is even easier to set up mixed actions.
For example, Le Studio Labonheure has produced podcasts for Land of Memory, a memory tourism destination. These online podcasts retrace the events of the First and Second World Wars, but they also highlight historical sites to visit in relation to each theme. So we’re going offline! Conversely, a poster campaign in the museums of the Land of Memory territory (offline) redirects visitors to the podcasts (online).
An idea, a project? Our team imagines campaigns that enhance your brand and its universe. Do not hesitate to contact us 🙂
