Authenticity vs. The Algorithm: Why Money Can’t Buy Customers

As social media has grown as an advertising opportunity, so has the number of ads users are seeing. In response, many users are becoming immune to advertisements that show up throughout their feed. Most companies recognize the importance of getting their content in front of target audiences. That being said, what is the most effective way to connect that content to your audience?

Building Brand Awareness

When people recognize a company’s brand, logo, and color palette, they can more easily associate products with the brand. Typically consumers purchase brands they know when shopping. This is why brand awareness is essential for the success of any organization. Businesses that create a strong brand awareness can increase conversion rates several times over. With that said, building and creating a strong reputable brand is a long-term process.

In the early 2010s, social media platforms have become a popular space to advertise. As companies identified the effectiveness of these newly created digital spaces they were able to target advertising in a way that marketers did not have access to before. As a result, modern social media advertising has become more competitive. This has led to many local businesses competing to gain attention over giant corporations that have huge budgets to target consumers.

Social media is a great way to build brand awareness. However, consumers are tired of being targeted with ads that lack quality and written for robots. “Pay-to-play” strategies may have dominated social media in the past but the overuse has diluted their impact on social media users. Paid ads certainly still have their place in marketing, but businesses should consider creating their content genuinely and authentically for brand awareness. Doing this can help social media users better connect with the brand while fostering trust. For more information and tips on creating the most effective content for your audience, check out the accompanying resource.

Infographic created by Beantown Media Ventures

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