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Social Media Ads Might Only Be 5% Effective According to This Study

Social media ads have become the backbone of marketing because of the fact that this is the sort of thing that could potentially end up promoting products to a far greater variety of people. Using the proper targeting methods for your ads is important since that can lead to more relevant people getting shown said ads, but it turns out that most marketing professionals are not doing enough to make the most of targeting options.

Researchers at Sotrender sought to uncover the truth behind social media marketing efficacy, and they discovered that most marketers only manage to reach a meager 5% of the audience they were trying to target. With all of that having been said and now out of the way, it is important to note that around half of marketing campaigns were reaching a miniscule 1% of the target audience, so there is clearly a lack of focus among marketing agencies because these numbers are not going to be sustainable.

The main issue with this low percentage of success is that it forces marketing to become more expensive. Using the right target methods can help make targeting about three to four times more successful with all things having been considered and taken into account, but in spite of the fact that this is the case most marketers don’t seem to be interested in them or they might not have the right training.

A major driving factor in the low rate of efficacy for social media ads is that of audience saturation. Many users online are seeing the same ad time and time again, and this can make them disillusioned and less likely to pay attention to any ads that are on their timeline. Defining a specific target audience is crucial for marketers to use their budgets more efficiently, and they should also target larger groups to avoid the aforementioned saturation effect. Sotrender has a few other pieces of advice that marketers should follow as well, all of which can help bring marketing costs down which is great for brands that might have restricted budgets to work with.


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