Consider your audience when using social media ads

Published August 13, 2014 at 10:23 am

Recently, this blog addressed the topic of using social media platforms as part of a multi-channel campaign marketing strategy, noting that while social media has the potential to reach a lot of current and potential customers, it can also have a negative effect. One instance in which an undesirable outcome can happen is when companies used paid promotional ads on sites like Facebook or Twitter, but in front of the wrong audience.

Many people enjoy the photo-sharing site Instagram. The site has been piloting a paid advertisement program that is not yet widely available. However, when it does become available, it will present a great way for brands to get in front of a large audience. However, there are considerations worth noting before jumping in and creating an Instagram ad.

A recent article in AdWeek discusses how one company has been experiencing backlash as the result of implementing a paid Instagram campaign. The article explains that McDonald’s has been receiving criticism from Instagram users who do not want to see the ads appearing in their feeds. A flurry of comments revealed responses like “Second sponsored Instagram ad, both from McDonalds. At least make these ads somewhat relevant #idonteatfastfood,” from one user, and “McDonalds ad in my @instagram feed?? #yuck #yucky,” from another.

Since the ads are paid, they will show up in the feeds of users, even some who do not follow the brand’s feed. Although McDonald’s is a major brand, smaller ones can take a cue from this experience and consider the potential benefits and drawbacks of a paid ad campaign before deciding to spend the money on one.