SocialSocial CommerceChanging the Way You Think of Reaching Consumers in Social Streams

Changing the Way You Think of Reaching Consumers in Social Streams

From this moment forward, you must plan to integrate all of your amazing creative and media resources with the potential power of social networks to reach and engage key audiences.

Pop quiz!

Sorry, I know we’re still on summer vacation, but it’s time to start getting your brain moving again.

Question 1.
When you think of Facebook, is this the first thing you think of?

facebookdesktop

Question 2.
What about Twitter? This?

twitterdesktop

Question 3.
When you think of Facebook marketing, is this the first thing you think of?

facebookaddesktop

If you answered “Yes!” to any of these questions, you’re thinking about social media all wrong. Here’s why:

By the end of June 2013 over 70 percent of all activity on Facebook and Twitter was on a mobile device. There are in excess of 219 million mobile-only users on Facebook and this segment is growing by 30 million a quarter! Staggering. At this rate, there will be more mobile-only Facebook users than total users of Twitter by the end of 2013. If you are working for a direct-to-consumer brand, your audiences are even more mobile.

This is Facebook and Twitter to your consumers. From this moment forward, mobile-first must become your view as well. Social is mobile.

facebookmobile

By the end of 2013, analysts – with Facebook public data to guide them – predict $4 billion will be spent on Facebook advertising, and that now seems low. With this massive shift to mobile, more and more of those dollars are moving from the “right rail” ads we all love (kidding) to news feed ads. In fact, analysts estimate over $2 billion will be spent in the stream. Oh, and the amount of money being spent on Facebook, and on Twitter and LinkedIn – across social streams – is growing at about 80 percent a quarter by some estimates.

That’s a lot to wrap your head around, I know. So, let me say it a different way. By the end of the year, analysts believe that half of brands’ Facebook advertising budgets will be allocated to the news feed, totaling over two billion. That’s billion with a “B.” And, that’s just one social network. Granted, Facebook is the largest social network, but at 80 percent quarterly growth, it’s clear we are just beginning to scratch the surface of ad spending in social streams.

For many marketers, the stream is an increasingly important place to reach consumers, and it takes dollars to do that successfully – like most marketing. For those marketers spending money to reach key audiences, cute kittens have never driven the results you need.

From this moment forward, you must plan to integrate all of your amazing creative and media resources with the potential power of social networks to reach and engage key audiences.

bankofamericapost

I’m not necessarily a Facebook fanboy – there are many things about the social network that drive me crazy – but as a digital marketer driving value for big consumer brands, I can’t deny these truths. As with all new marketing opportunities, these trends are being driven by consumers first, and if we don’t root ourselves in their realities, we’ll never reach our potential.

Digital marketing success is elusive and often intangible. Strong email, banner or search ad CTRs, and conversions are our way of feeling the success of digital marketing. Social, hopefully, gives us a wholly new way to see and feel success, but it’s all happening in mobile streams. Now that you know, what are you going to do about it?

Related Articles

How can I tell if my social media strategy is generating results?

Social Media How can I tell if my social media strategy is generating results?

7d Tereza Litsa
Seeing the trees for the forest with paid social

Social & Community Seeing the trees for the forest with paid social

2m Mike O'Brien
A guide to five Facebook ad types that will reach your marketing objectives

Display Advertising A guide to five Facebook ad types that will reach your marketing objectives

3m Tereza Litsa
How to use Facebook Insights to track the success of your social strategy

Analytics How to use Facebook Insights to track the success of your social strategy

5m Tereza Litsa
Facebook goes after clickbait headlines - five tips to maintain reach

Content Marketing Facebook goes after clickbait headlines - five tips to maintain reach

6m Tereza Litsa
The best Facebook marketing strategies for 2017

Social The best Facebook marketing strategies for 2017

8m Tereza Litsa
How to use Facebook mobile ads as an "interest indicator" to drive conversions

Display Advertising How to use Facebook mobile ads as an "interest indicator" to drive conversions

8m Sana Ansari
What Facebook's big bet on AR means for brands

Mobile What Facebook's big bet on AR means for brands

8m Al Roberts