Reach alone rarely leads to impact
Despite a high advertising presence, social media campaigns often do not convert as desired. Only 25% of users have ever bought a product advertised via social media. 63 % find advertising there annoying. The reaction to irrelevant content is also clear: one in two people have already blocked advertisers if the advertising was perceived as annoying. And yet social media still offers potential. 31% specifically inform themselves about brands and products - among 18-24-year-olds, the figure is as high as 48%. Particularly interesting: heavy users show a significantly higher acceptance of advertising - around one in two respond openly to push advertising.
"Social media has long been an integral part of our everyday lives - used primarily for entertainment, shopping inspiration and escaping the daily grind. They offer great potential for advertisers, but the challenge remains: How can visibility be turned into real relevance? MEDIA CENTRAL provides support in precisely this area - with strategies that create the desired impact in the digital noise. Successful offer communication needs more than just reach: it needs precision, added value and a real understanding of the user."
Tim Grünewald, Vice President Cross Media
Content is key: Native, inspiring, relevant
Our study clearly shows that successful offer communication on social media needs more than a digital brochure in story form.
- What works? Visual formats such as reels, stories or animated comparisons of offers, embedded in the context of the platform and tailored to the needs of the target group: emotional, clear, native.
- What does it take? Strategic media planning that does not view social media in isolation, but cleverly links it with traditional channels. This is because older target groups with purchasing power in particular can be better reached via inserts, TV, radio or POS measures - in combination with digital touchpoints.
This is where MEDIA CENTRAL comes into play
As experts in cross-media offer communication, we ensure that social media measures do not work in isolation, but as part of an intelligent cross-media mix. We help not only to make offers visible, but also to display them in the right context - platform-optimised, GDPR-compliant and always with an eye on the POS. Because conversion doesn't just require clicks, but clear paths from inspiration to the impulse to buy - digital and stationary.
Likes are not a promise to buy. But with the right strategy, attention becomes impact. The opportunities are there - now it's time to capitalise on them with well thought-out offer communication.
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