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  • Writer's pictureMorgan Bachelor

From Old to New: Advertising Methods on Social Media

In the fast-paced world of social media, the landscape of advertising is in a constant state of movement and innovation. What was once considered effective may now be perceived as outdated or even deceptive. Today, consumers are more selective and skeptical, demanding authenticity and transparency from the brands they consume.

 

As such, traditional advertising methods are being replaced by new and modern advertising approaches. Let's explore this shift from old to new advertising methods.

Authenticity Over Hype

The Old Approach: Highlighting product features and benefits in a flashy, exaggerated manner to attract consumers eyes.

The New Approach: Emphasizing authenticity by showcasing real-life scenarios and genuine experiences with the product.

 

Consumers are increasingly immune to over-the-top advertisements that promise the moon but deliver very little. Consumers have figured out the difference between a genuine product and a scam. Instead, they crave authenticity and honesty from brands. By showcasing real people using the product in authentic ways, brands can build trust and credibility among their consumers. This has also established a huge boost in PR and influencers.



For example, since 2015, one of the most iconic continuous marketing campaigns was designed by Apple to show users that Apples products were unique and showed proof and authenticity[LC1]  in their product, the iPhone. This campaign consisted of billboards, print/media ads, and TV commercials showcasing the abilities of the iPhone's camera. Now, #shotoniphone has over 29.7 million posts on Instagram!


Community Building Over Broadcasting:

The Old Approach: Broadcasting promotional messages to a passive audience.

The New Approach: Building a community of loyal followers who actively engage with the brand.

 

Social media is not just a platform for one-way communication; it's a space for building relationships and fostering community. Brands that prioritize engagement over broadcasting establish themselves as genuine partners rather than mere advertisers. Encouraging user-generated content, growing conversations, and responding to customer inquiries are all integral parts of building a thriving community on social media. 76% of consumers appreciate when businesses prioritize customer support.


Storytelling Over Selling:

The Old Approach: Pushing sales-driven messages that focus solely on the product's attributes.

The New Approach: Crafting compelling narratives that resonate with the audience's emotions and aspirations to connect to product attributes and company values.

 

In the age of social media advertising, consumers are drawn to stories that evoke emotion and spark meaningful connections. The average person spends 145 minutes on social media every day. Standing out with something meaningful can create better engagement than the same old techniques that consumers are used to. Whether it's sharing the journey behind the product's creation or highlighting the impact it has had on customers' lives, storytelling humanizes the brand and fosters a stronger emotional bond with consumers.

 

Nike is a great example of crafting narratives that fit with all audiences. Here are some examples:


 

The “You cant stop us” movement in 2020 was to celebrate the beauty of sport. This campaign suggests people around the world will find a way to play a sport, no matter what[LC2] . Focusing on sports inspires, motivates, and provides people with a purpose. This was influential not only to show what a sport can do for someone, but because the pandemic was going on, it showed what the future holds for sports[LC3] .


 

This is Nikes input on this advertisement campaign: “As the youngest professional skateboarder currently competing, Sky Brown has inspired an entire generation of young people to pay attention to the sport. We thought remixing our famous ‘Who Said Woman Was Not Meant to Fly’ ad with Sky is the perfect update, because the air is where Sky lives, and—like her name suggests—her presence there is empowering the next generation.”



The “Play New” campaign by Nike is designed for the everyday individual venturing into new things and failing. By incorporating failure into its advertising, Nike underscores its philosophy of not only highlighting elite athletes but also celebrating ordinary individuals, which is one of their biggest markets

 

Education Over Hard Selling:

The Old Approach: Hard-selling products without providing meaningful information or value.

The New Approach: Educate the audience about the product's benefits, usage, and value proposition.

 

Modern consumers seek information and value from the brands they follow on social media. Rather than bombarding them with sales pitches, brands should focus on educating their audience about the product's features, uses, and benefits. Providing valuable insights and practical tips not only helps consumers make informed decisions but also positions the brand as a trusted authority in its industry.

Conclusion: Being Open is KEY!

The land of advertising on social media is undergoing a significant transformation, with old approaches giving way to new strategies that prioritize authenticity, storytelling, community building, transparency, and education. By embracing these best practices, you can forge deeper connections with your audience, drive meaningful engagement, and ultimately achieve long-term success in the ever-evolving world of advertising methods on social media!

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