Should Social Media Marketing Be Entertaining?


Most of us are spending huge amounts of time on social media, we must admit that. And while socially active businesses are always trying to raise their sales and attract more customers, ordinary people usually don’t go online just to check their favourite brands offers and updates. Most people just want to be entertained. So, understanding consumer behavior is crucial to building a successful social media marketing campaign.

People go online for different reasons – out of boredom, searching for entertainment, or just because they are addicted to being digitally connected. And too few social media websites are focused on professional networks. Most websites are used for finding friends and simply for fun. So, what do people do on social networks?

According to a study by Experian Marketing Services, out of every hour being online, Americans spend 16 minutes on social networks and forums, 9 minutes on entertainment sites, and 5 minutes on shopping. Bill Tancer, General Manager of Experian Marketing Services, explains that trends in consumer behavior are essential for marketing. Today, with so many mobile users, it’s important for marketing professionals and company owners to make the difference between mobile and traditional, desktop use.

Social media experts have noticed another interesting trend – the most successful content combines personal and commercial-worth information. Companies should “compete with family and friends”, using the same methods and tools for communication. It’s no longer about focusing on your brand or your product. Posting more personal, “human” content is far more interesting and capable to maintain people’s attention. According to numbers by research website Statistic Brain, the average attention span in 2000 was twelve seconds, compared to only 8 seconds in 2012. So, whatever it may mean for human development, it means only one thing for companies. They have to use more imagination and tricks to catch and hold consumers’ attention.


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