Is social media really a place for you to connect with friends and family? Or is it a way for businesses to bait you into their marketing schemes?
With over three billion monthly users worldwide, social media has become the main interest of businesses! Almost half the global population uses Twitter, Facebook, Instagram, or Snapchat.
Image of devices capable of running social media apps (from MIT news)
That’s a very large number! Originally, these apps were made to connect people with one another; however, within the last 10 years, companies have exploited popular applications as a fast and inexpensive way of reaching the population with advertising.
Whatever we search on google or choose to like/follow on our social media appears more in advertisements. Weird, isn’t it? Marketing on social media is versatile and can be directed towards certain groups of people based on interests. This is done with something called cookies. No, not the ones you eat! Cookies are digital footprints we leave behind when we surf the internet. These are then used by digital advertisers to personalize ads to what you have been searching recently. Sometimes you don’t even have to use the internet: your phone hears you talking about something and it appears on you feed as an advertisement!
Image of social media apps from the Balance Small Business
The connection in-between big companies and the general public is seemingly enhanced due to social media. A very big emphasis on the seemingly. Companies provide the illusion that they are more one-on-one and “caring” by being available 24/7 for any questions or concerns; yet, to them we are just income. The closeness of companies on social media creates a connection and that can lead to customer loyalty without the customer even knowing it!
Last but not least, each time we notice and click on an ad, we are falling prey to the companies schemes. There is a reason why ads are the most attracting, eye-catching they can be. They are designed for us to want to click them and explore more. What we fail to realize when we click these ads is that we are becoming consumers without wanting to.
Image of an ad on social media from shutterstock
Let’s face it; we’re more inclined to be customers for something that we see over and over in our free time. Marketers have realized this and have begun using social media to influence our daily decisions. What we think is a quick way to connect to family member or friend may be an attempt at getting us to become a customer!
By Pawandeep Uppal
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