Online and social media around chosen advert – A Level Media Studies Eduqas Revision

Understanding Online and Social Media Advertising

Online advertising is a form of marketing that uses the Internet to provide promotional marketing messages to consumers.
The inclusion of social media advertising within a brand’s media strategy is driven by the need to reach and engage with consumers on platforms where they spend much of their time.
Social media platforms (like Facebook, Instagram, Twitter etc) offer advanced targeting options and reliable conversion tracking to help advertisers reach their intended audience and achieve their desired actions.

The Role and Function of Online and Social Media Advertising in a Campaign

Online and social media platforms provide companies with the opportunity to get their product or service in front of a large, targeted audience.
Advertisements on these platforms are typically designed to be interactive, encouraging user engagement.
Strategies can range from boosting brand exposure and increasing website traffic to creating conversions or engagement for specific campaigns.

Developing an Online and Social Media Strategy

Effective online and social media advertising strategies are driven by clear campaign objectives, well-defined target audiences and an understanding of platform algorithms.
Advertisers often utilise A/B testing to trial different messaging and formats to determine what works best for their target audience.
The use of analytics is vital for tracking campaign performance, understanding audience behaviours and optimising future efforts.

Influencers in Social Media Advertising

Influencers are individuals with a substantial following on social media platforms who can sway their followers’ purchasing decisions.
Advertisers often collaborate with influencers as part of their social media strategy to enhance their messaging and extend their reach.
The credibility and relatability of influencers can significantly increase brand engagement and conversions.

Ethical Considerations in Online and Social Media Advertising

Online and social media advertising practices can have ethical implications, such as invasion of privacy, exploiting insecurities and fostering unrealistic expectations.
There’s the issue of transparency in sponsored posts and influencer marketing, where it can be unclear whether content is genuinely endorsed or paid promotional material.

Criticism of Online and Social Media Advertising

The biggest criticism of online and social media advertising is around issues of privacy and data security.
Some critics argue that these platforms create ‘echo chambers’ or ‘filter bubbles’ that limit exposure to diverse perspectives.
Additionally, the effectiveness of online and social media advertising is often called into question, with low click-through rates and concerns about accountability and return on investment.