Kev tshawb nrhiav thiab tso saib kev tshaj tawm tsis yog tib qho ntawm kev lag luam toj roob hauv pes uas muaj hloov peb xyoos dhau los. Raws li ntau yam kev sib raug zoo platforms tau waxed thiab waned thiab mechanics thiab dynamics tau hloov, cov hom tau xaiv tshiab txog qhov twg los nqis peev thiab yuav ua li cas los ntawm cov kev nqis peev.
"Facebook thiab Instagram [Reels] tseem yog qee qhov kev tshaj tawm sab saum toj nrog kev hloov pauv siab uas peb pom zoo rau yuav luag txhua tus," Taylor Carpenter, VP of Advertising ntawm Blue Log, ib lub koom haum uas tshaj tawm tsav tsheb ntau dua $ 1 nphom hauv e-lag luam cov nyiaj tau los thoob plaws Amazon
Social platforms muaj txiaj ntsig zoo rau lub hom phiaj raws li kev nyiam thiab kev coj cwj pwm, tsis yog ntawm cov lus tshawb nrhiav ib leeg. Tab sis Julianne Fraser, Founder ntawm Dialogue NYC, tus kws tshaj lij kev lag luam digital uas sau npe Txhua Hnub Sau thiab Olipop raws li cov neeg siv khoom, tau pom tias, "Vim kev hloov pauv hauv algorithms thiab cov neeg siv kev txwv tsis pub lwm tus paub, cov hom lag luam tau tawm tsam kom tau txais tib yam rov qab los nrog kev tshaj tawm hauv social media li ib zaug ua ntej. Raws li qhov tshwm sim, qhov tseem ceeb tshaj plaws tau muab tso rau hauv kev lag luam influencer raws li txoj hauv kev los rhuav tshem cov toj roob hauv pes saturated thiab zam kev txwv algorithm. "
Ricci Masero, Marketing Manager ntawm Intellek, ib hom kev kawm thev naus laus zis, hais txog qee qhov kev hloov pauv uas tshwj xeeb rau Facebook qhov kev tshaj tawm platform: "Tau ob peb xyoos dhau los, nws tau dhau los ua kev sib tw thiab kim vim muaj ntau yam. Ua ntej, lub platform tau dhau los ua neeg nyiam ntawm cov lag luam, uas tau ua rau muaj kev xav tau ntawm cov khoom muag tshaj tawm. Tsis tas li ntawd, Facebook's kev hloov pauv tau muab cov ntsiab lus tseem ceeb los ntawm cov phooj ywg thiab tsev neeg, ua rau nws nyuaj rau cov hom lag luam kom tau txais lawv cov ntawv tshaj tawm nyob rau hauv pem hauv ntej ntawm lawv cov hom phiaj. Thaum kawg, muaj qhov txo qis ntawm cov organic ncav cuag cov hom lag luam tuaj yeem ua tiav, uas tau ua rau muaj kev sib tw ntxiv rau qhov chaw tshaj tawm. Txhawm rau tiv thaiv qhov no, cov npe tau sim nrog cov ntawv tshaj tawm tshiab thiab cov hom phiaj kev xaiv, xws li [cov nyob hauv] Dab Neeg thiab Cov Neeg xa xov liaison, kom sawv tawm thiab tsav kev hloov pauv. "
Txawm hais tias tus nqi nce ntawm Facebook tshaj tawm thiab cov iOS 14.5-induced shortening ntawm attribution windows Raws li kev sau cov ntaub ntawv raug txwv, Craig Brown, SVP of Strategy thiab Incubeta Tebchaws Asmeskas, uas ua haujlwm nrog McDonald's thiab Johnson & Johnson
Kev xav txog qhov txo qis ntawm cov ntaub ntawv muaj, Brown hais tias, "Kev tsim cov phiaj xwm puv ntoob uas tsom mus rau kev saib video, cov lus pom, thiab kev nyiam tso cai rau peb tsim cov neeg tuaj saib uas tau koom nrog Meta. Txawm hais tias lawv tsis tsim nyog raws li cov neeg uas tau nyob hauv qhov chaw, muaj peev xwm ntxiv cov npe ntawm lub xaib nrog cov neeg tuaj saib hauv Meta no tau pab txo qis [tus nqi ntawm cov neeg tau txais txiaj ntsig thiab kev xav]. "
David Bates, CEO thiab Creative Director ntawm Bokeh Agency, nrog rau cov neeg siv khoom suav nrog Visa thiab Airbnb, cov ntawv ceeb toom, "Peb tab tom pom kev hloov pauv ntawm tag nrho 360-degree mus kom ze rau kev tshaj tawm thiab kev tshaj tawm yuav mus rau kev paub ntau dua rau qhov twg cov neeg siv khoom tiag tiag nyob thiab tsom mus rau 15 feem pua uas tseem ceeb [ cwj pwm]."
Ib zaug ntawm lub platform, Aaron Edwards, Co-founder thiab CEO ntawm Charles NYC, lub koom haum muaj tswv yim digital uas ua haujlwm nrog Cartier thiab IBM
"Nws yog hais txog tib neeg, tsis yog kev tso kawm," pom zoo Matt Ferrel, VP thiab Tus Thawj Saib Xyuas Kev Loj Hlob ntawm TickPick, cov xwm txheej daim pib muag khoom, thaum xav txog cov toj roob hauv pes peb xyoos dhau los txheeb ze rau hnub no. Nws hais ntxiv, "Vim tias peb paub tsawg dua thiab tsawg dua ntawm cov neeg, peb qhov kev vam khom rau ntawm lub platform tau ntau dua. Peb muaj tsawg dua levers los rub - pob nyiaj siv, muaj tswv yim - thiab lawv tseem ceeb dua. Peb tab tom tsim cov ntsiab lus ntau dua li yav dhau los thiab ntau dua ntawm nws yog niche kom tso cai rau txhua lub platform los ua kom zoo rau cov neeg tuaj saib zoo. "
"Kev tsav tsheb kev koom tes thiab cov nyiaj tau los ntawm kev tshaj tawm hauv zej zog yog nyob ntawm cov ntsiab lus," concurs Fraser. Nws txuas ntxiv mus rau lwm qhov kev taw qhia, "Influencers yog cov pioneer ntawm cov ntsiab lus tsim thiab nkag siab txog cov lus thiab cov qauv uas zoo tshaj plaws nrog lawv cov neeg tuaj saib. Lawv tuaj yeem pab qhia cov npe hauv kev tsim cov ntsiab lus tshaj tawm uas yuav ua tau zoo tshaj plaws. " Qhov no yog qhov TikTok tuaj yeem nkag mus thiab qhov twg, Tus Kws Kho Hniav qhia, "Brands yuav tsum xub nqis peev hauv lawv cov organic muaj nyob." Tom qab ntawd, nws pom zoo kom leveraging Spark Ads, uas tau dov tawm hauv 2022 thiab "ua rau muaj kev hloov pauv hauv kev tshaj tawm" los ntawm kev ua kom cov hom lag luam txhawb nqa yam twg tus tsim tau koom nrog hauv haiv neeg thiab tsis muaj cov cuab yeej ntxiv. "Tom qab qhov txo qis ntawm qhov pom tseeb hauv kev ua tau zoo tshaj tawm, peb tau ua qhov kev tshaj tawm muaj tswv yim zoo li tib neeg thiab cov lus pov thawj zoo li tsis yog nyob rau hauv koj lub ntsej muag txog kev pom zoo," ntxiv Ferrel. Plofker taw qhia qhov ntawd Smart Performance Campaigns, "TikTok cov lus teb rau Facebook's Advantage +, "ua tau zoo heev."
Rudy Mawer, CEO ntawm Mawer Capital, lub tuam txhab loj hlob thiab cov neeg yuav khoom xov xwm, hais tias, "Kev txav mus rau qhov tseeb hauv kev tshaj tawm tau muaj kev cuam tshuam loj rau cov tswv yim yuav khoom. Cov neeg tshaj tawm tam sim no tau saib xyuas qhov tseem ceeb ntawm kev koom tes nrog cov neeg uas ua raws li lawv cov hom lag luam muaj txiaj ntsig los ntawm kev nthuav tawm ntau tus neeg siv cov ntsiab lus uas, dhau los, xav tau ntau pob tshab hauv kev tshaj tawm. " Ntxiv Bates, "Influencers dhau los ua qhov chaw tsaws ntuj vim tias cov neeg siv khoom nyiam ntseeg lo lus ntawm tib neeg ua ntej lub npe."
Hauv kev txiav txim siab cov ntsiab lus, Michelle Songy, Founder thiab CEO ntawm Nias Hook, ib lub tuam txhab kev sib raug zoo rau pej xeem, pom kev txawj ntse muaj txiaj ntsig. "AI tuaj yeem muab ntau lub hom phiaj thiab txhim kho cov ntsiab lus tsim. Nws tseem tuaj yeem pab cov tuam txhab tsim cov tswv yim tshiab tsim tshwj xeeb rau kev nyiam ntawm koj lub hom phiaj cov neeg tuaj saib thiab ... muaj lub suab zoo hauv kev sib txuas lus kom muaj kev xav zoo dua nrog cov neeg siv khoom hauv kev lag luam kev lag luam, siv kev soj ntsuam kev xav. "
Raws li nws muaj feem xyuam rau lwm lub platform, "Twitter thiab Pinterest tau txhim kho lawv cov kev tshaj tawm platform kom muab cov kev xaiv zoo dua thiab cov qauv tshaj tawm," Masero hais. Nws muab piv txwv, xws li Twitter's Video Ads nrog lub vev xaib khawm nrog kev txhim kho lub hom phiaj kev xaiv uas suav nrog cov xwm txheej tshwj xeeb thiab TV qhia, thiab Pinterest lub tswv yim Ads nrog lub hom phiaj tshiab xws li kev txaus siab thiab cov ntsiab lus tseem ceeb. "Cov kev txhim kho no tau ua rau Twitter thiab Pinterest ntau txaus nyiam rau cov neeg tshaj tawm thiab tau ua rau muaj kev sib tw ntxiv rau qhov chaw tshaj tawm," Masero hais.
Lwm tus neeg txhawb nqa ntawm Twitter tshaj tawm yog Plofker, ntawm nws tus kheej Twitter account thiab tsab ntawv xov xwm, uas nws tham txog lawv cov txiaj ntsig rau Jones Road Beauty. "Yog tias koj tau hais rau kuv rau XNUMX lub hlis dhau los tias kuv yuav khiav Twitter tshaj tawm thiab nws yog peb cov channel ua tau zoo tshaj plaws, kuv yuav luag zoo. Txawm li cas los xij, qhov ntawd yog qhov tseeb tam sim no, "sau Plofker hauv nws tsab ntawv tshaj tawm tsis ntev los no tsab ntawv xov xwm. Nws mus piav qhia tias kev lag luam xa khoom xa tuaj thiab cov khoom lag luam ncaj qha rau cov neeg siv khoom zoo ib yam muaj kev vam meej ntawm lub platform, qhov twg lub hom phiaj dav ua haujlwm, cov tsheb thauj mus los yog pheej yig, thiab qhov kev txiav txim siab tus nqi nruab nrab yog siab piv nrog lwm cov kev tshaj tawm hauv zej zog. .
Cov yeeb yaj kiab tshaj tawm tau dhau los ua neeg nyiam ntawm cov platforms thiab social media. Raws li a kawm los ntawm Wyzowl sib koom los ntawm Masero, 84% ntawm cov neeg siv khoom tau ntseeg los yuav ib yam khoom lossis kev pabcuam tom qab saib cov yeeb yaj kiab ntawm hom. Tsis tas li ntawd, kev tshaj tawm video hauv social media tau pom tias muaj kev sib koom ua ke ntau dua li kev tshaj tawm ib txwm muaj.
"Kev tshaj tawm hauv zej zog tseem yog qhov tseem ceeb ntawm kev paub thiab rau cov neeg siv khoom nrhiav kev tshoov siab lossis kev daws teeb meem. Peb yuav tsis sim tsav cov kev hloov pauv feem ntau nyob ntawd, "Carpenter hais. Tab sis nws pom qee qhov kev sib raug zoo nrog tus nqi taw tes, qhov twg Meta thiab Google zoo dua ntawm kev muag khoom kim dua thaum Snapchat thiab nws cov txiaj ntsig. Tsom teeb Ads hloov ntawm tus nqi qis.
Tau qhov twg los: https://www.forbes.com/sites/andreawasserman/2023/03/01/what-brands-need-to-know-social-marketing-in-2023/