Even the generation before us utilized billboards, pamphlets, radios and televisions as their preferred medium for marketing. They heavily depended on these mediums for their products and services to gain cognizance and also prepared advertisements that are perfectly suited to these mediums. But the marketing scenario has completely transformed today and the entire business ambience also. With the explosion of social media, marketers are now armed with new and innovative channels for promotion, advertising and marketing. Even some time back they had their preferred social media platform and carried on their promotional work utilizing that particular platform. But with the passage of time this has even changed and to reach each and every customer the marketers are trying every social media channel existing. Terms like ‘either-or’ do not exist for them. They just try out everything.
Advertisers are armed with two different choices –it’s either TV advertising or online advertising and if they at all choose to go online then it is either Facebook or it is YouTube. There was a time when marketing on television guaranteed customer reach but this does not happen now because potential and existing customers also have access to other mediums of marketing. According to an expert, the blend of video advertising on both Facebook and YouTube is the most crucial factor responsible for the decline of TV from the position of dominance.
Below are reasons why all social media channels for advertising should be used to reach out to all existing and possible clienteles:
- TrueView ads of YouTube offer to view and conclusion rates many times greater than Facebook and the targeted advertisements are also improving. YouTube is also far more inexpensive because of a chargeable ‘view’ at thirty seconds and Facebook’s counting at three seconds. But Facebook’s video ads receive higher clicks and clickthrough rates and this is undeniably vital for a brand that is trying to grab the attention of the target audience and also have much greater rate of user interaction such as liking and sharing.
- Experts also suggest to use multiple social media ad platforms at the same time. Instagram is trying hard to be attractive and effective advertisement channel for the digital marketers. The significant issue is that Instagram has access to the user data of Facebook and this fact is extremely appealing to advertisers to run combined advertising efforts on both Facebook and Instagram. It is important to design an ad campaign that will travel from one platform to the other is absolutely reasonable because one in five invested on mobile devices is spent on either of the two platforms and this has been said by Instagram.
Every platform has their positives and negatives but they complement each other and has reduced the appeal of television ads. Marketing on YouTube and Facebook increases engagement and targeting users of all platforms are being reached at the same time without any discrimination. According to an expert, it is better not to get involved in a video battle hysteria and to view the online video environment through an all-inclusive lens so that the marketers can use each ad channel to their maximum advantage.