Mass Impressions in a World of Hyper-Targeting
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While the world focuses on hyper-targeting, mass impressions are the better option for brand promotion on social media platforms. Social media users have become all too familiar with the routine of ignoring paid promotions. As soon as they see a “sponsored” post, they tend to avoid it, leaving costly brand messaging devalued and ignored.
While hyper-targeting is a successful tactic for brands, it is becoming overused and ineffective. Hyper-targeting can miss potential customers and leads to targeting fatigue. Therefore, mass impressions are reintroducing themselves as a valuable alternative that is both effective and budget friendly. Campaigns that balance mass impressions and targeting ease the issues that arise when hyper-targeting is relied upon too heavily.
Tired of Targeting
23-year-old women don’t only want to see advertisements for fast fashion brands, and 65-year-old men don’t only want to see advertisements for AARP memberships. People are tired of being categorized and exclusively targeted based on demographics and online interests. Have you ever googled “new sheets” then found yourself inundated with ads for pillows, comforters, shams, and everything in between? Yeah, us too.
According to a blog written by HubSpot, 79% of people feel as though they’re being tracked when they see hyper-targeted advertisements on their various feeds. The article also explains that intrusive advertisements can give the audience a poor opinion of the brand that is advertising.
An article written on Social Media Today, says people included in common targeting options on Facebook will still be in that same targeting 6 to 12 months later. This means for 6, 12, or more months, this group is barraged by the same ads over and over.
People Missed by Targeting Criteria
Hyper-targeting chooses advertisements and promotions for select audiences. However, people are complex and have a wide array of interests. That same 23-year-old woman who only sees fast-fashion ads might love sci-fi movies, but never see an ad for them because of her demographics. These targeting funnels aren’t sensitive to the multi-faceted lifestyles of consumers and miss potential new customers in their marketing efforts.
Cross-platform campaigns that mix mass impressions and targeting are the best way to combat targeting fatigue and targeting criteria issues.
Making Mass Impressions
Mass impressions are the result of advertising to broad markets of people rather than hyper-targeted audiences. Think about how TV markets to consumers based on the interests of large demographics rather than hyper-targeting based on online habits, social profiles, etc. Mass impressions allow for an advertisement to be rendered on a much larger number of screens. This keeps people from feeling like they’re put into boxes, and it prevents people from being missed due to targeting criteria.
Mass impressions can be made on practically any social media platform. Facebook, Instagram, and Twitter are trusted platforms to reach millions of people. However, Snapchat and TikTok have also secured their positions as successful platforms for mass impression campaigns.
We Can Help
Scout Social makes mass impressions on behalf of its clients through native media. This means that we share our client’s content on the 850+ accounts that we have partnered with. We are able to generate over 200 million impressions on a daily basis.
What we’re trying to say is that we can help your brand meet your marketing goals. We will create a cross-platform campaign based on your budget. Our CPMs and CPVs are extremely competitive, especially compared to a traditional targeted campaign.