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Social Media Ads Drive Small Business Sales…But Not All Ads Work

A recent consumer study confirmed that advertisements influence their purchasing decisions, although not all types of advertisements are successful.



Social Media Ads Boost Small Business Sales… But Not All Ads Work

For example, celebrity endorsements were ranked as the best “characteristic of bad publicity” in the study by marketing experts Unsupervised, suggesting that the power of the influencer is not as great. as celebrities like to think.

Since advertisements are often a necessity in business not only to generate revenue but also to build brand awareness among the consumer base, let’s take a look at which type of advertisements are most successful according to consumers themselves.

High Advertising Platforms Revealed

Unsupervised’s study surveyed over 1,000 consumers to provide insight into what consumers think of ads. The data should help us better understand what people like and dislike about ads, especially those that lead to higher spend.

The main social media platforms that lead to purchases directly inspired by advertisements were found to be Instagram, Facebook and YouTube. Instagram also finished at the top of social media platforms in reliability, although it still trailed traditional advertising mediums such as newspapers, magazines, radio and television. Instagram also ranked first for inspiring the highest spend at $300, with Facebook second at $255. In contrast, the most trusted advertising mediums of newspapers and magazines inspired far fewer amounts at $209 and $186 respectively.

Unsupervised also asked consumers where they encountered the worst ads, with YouTube coming in first ahead of TV in second place. This gives a strong indication that video (or TV) ads are not connecting with consumers as well as other forms of advertising.

Characteristics of good and bad advertisements

We mentioned that celebrity endorsements were considered the worst “bad feature” in ads, but features that consumers consider good are perhaps more relevant for ad creation.

This part of the study found that the most valued characteristics of a good ad was its relevance, with 43% of respondents selecting it from their multiple-choice options. The next two most popular characteristics of a good ad were the brand itself, whether or not it is already one of consumers’ favorite brands, and how informative the ad is.

Being funny was considered a good characteristic by 30% of respondents, although this should be balanced by 24% who felt that unrealistic characters were the second most popular characteristic of bad advertising. A significant number of consumers also liked the product-focused ads.

Catchy jingles, flashy colors, and calls to action that were a little too obvious were also high on the list of bad features.

Use data to create advertisements

So we know that being relatable is the top quality of good advertising according to consumers, and we also want our ads to be informative. If we can add a little humor in there, it can work, although it’s important to have realistic characters. Focus on the product whenever possible, and maybe don’t force boring jingles and awkward calls to action on your audience either.

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