At Digital Leadership Associates we have always believed that advertising is a bad thing. It may deliver short-term clicks…but long-term a more stable and value based way of promoting your products and services is needed. So we come from a place of not offering advertising to our clients, I guess because it wouldn’t be ethical to do so.
We also don’t believe that Facebook ads, promoted/features/sponsored posts/tweets are not social. Many agencies will say that this is social media marketing…but it isn’t, it’s advertising on social networks. To argue against this would be like arguing that placing adverts on the hoardings at a football match is football…which of course it isn’t.
So, I was actually quite heartened when I saw the article “Report: Facebook ad clicks tumble, but the internet keeps on growing” you can read the full article here.
I am quite pleased that Facebook advertising engagement is down, not that I have anything against Mark Zuckerberg (because I don’t…I really like the guy) but because I have something against advertising, particularly on social platforms. I am however quite sad to see that Facebook engagement is down in the last year because I think that FB is a very valuable platform for humanity.
But, it has almost become a victim of its own success. Businesses have flocked to FB to shortcut the hard work required to promote their products, but they should really be looking at this.
Note that of the top 20 Instagram accounts 18 of them are people rather than brands and the two brands that do feature are brands that absolutely understand the importance of aspiration and dialogue rather than broadcast.
People simply don’t want to be interrupted with YOUR message because they want their message (Seth Godin said I don’t want EMAIL I want MEMAIL). We see this time and time again supply of TV advertising slots vasty outstrips demand as advertisers leave and channel proliferate. In 2007 in Sao Paulo all outdoor advertising was banned, and the effect…nothing!
So perhaps, advertising will become less prevalent over time and engagement and conversation more so.
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