Social Network Users Don’t Click
Standard web marketing efforts miss the mark with social network users, who seem less likely to click traditional web ads even though they are willing to spend money on Internet-based purchases. This is something to consider if you plan on displaying advertisements on social networks like MySpace.
According to a study by Compete.com, these audiences are more likely to respond to a viral approach than they would a banner ad:
s-commerce (stands for social networking) innovators are using one of six strategies to integrated consumers into their sales and marketing efforts: Branded micro-sites; customer reviews and ratings; online customer forums; peer-to-peer transactions; product-focused blogs; and community-created products.
The reason why these type of viral ads perform better has to do with why people joined these networks in first place. Compete’s study breaks these down into the following categories
78% - Meet people
47% - find entertainment
38% - learn something new
23% - influence others
Because people go to these sites to socialize, it makes sense that they’d be more apt to respond to a well-written peer review than they would a flashy skyscraper ad.
Another area not discussed by Compete was online video. When you consider the role video plays in social networking, it’s a not much of a stretch to suggest rich media ads (video commercials) will perform better than standard web advertising does as well. (hat-tip to InternetRetailer.com)
Chris Richardson
Staff Writer | WebProNews
Sounds like a case of “I don’t care to belong to any club that will have me as a member” when it comes to ads where the marketer wants someone to click.
i’m not in social networking to click an ad either, i’m there to find like minded people who has the same interest and develop friendship and connection. i’m with a social networking group that allows me to send them video email, or chat with 3 other people using an instant messenger or broadcast to them live without having to install or download any software. because of its versatility, it can play on whatever internet speed and whatever video player. it’s a great tool for business or personal use. it’s very obvious that one day, people will be communicating via video on whatever shape or form but i’m not prepared to just sit back and become a member/user/customer that’s why i’m an owner.
My husband and I are members of an online social/marketing community.
Every one is on everyone else’s email safelist, and we have special threads in our forums where everyone can post their ads for their latest discovery. We don’t so much market to each other as we share info.