Since the explosion of Facebook, Instagram, Pinterest, and Twitter, the use of social media advertising has become one of the best ways a business can get the word out. It’s easy to see the advantages of this marketing technique, but there are some disadvantages as well. Here are the pros and cons of social media advertising to help you decide if it's the path you want to take with your business.
Pros of Social Media Advertising
- Social Media Advertising is Low Cost: One of the biggest advantages of social media marketing is the fact that it is low cost. You may have to pay for graphics, photos, general advertising, analytics, and various other things, but the price is usually much lower than classic advertising techniques. If you chose to outsource, the cost of social media marketing could be anywhere from $2,500-$5,000 for Facebook and as little as $1,000-$2,500 for Twitter.
- Social Media Advertising is Fast: Above all, social media marketing is fast—extremely fast. If you want to promote a new sale or product, you can make a post on your page, and it’ll be out to the public immediately. It has the potential to reach thousands of people in minutes. 2-in-3 adults state that a brand mention or promotion with social media influences their purchasing options.
- Social Media Advertising Engages Clients: There is no better way to reach your customer base than with social media. It seems like everyone has at least one account with Facebook, Instagram, Pinterest, or Twitter, and you can engage with each of them. In fact, things like contests get more interaction and comments than a regular text post.
Cons of Social Media Advertising
- Social Media Advertising can be Time Consuming: While social media marketing can be fast, it can also be extremely time-consuming. 64% of marketers commented saying they spent 6 hours or more a week on social media and another 37% stated they spent 11 hours or more. If not done correctly, it can be very easy to waste time and effort on this type of marketing.
- Social Media Advertising Causes Less Control: When you make a post on a social media website, you lose control over what people can say. Anyone can publish anything in response to your post. It can prove to be incredibly beneficial with positive comments, but harmful and malicious responses can lead to the spread of erroneous information and even damage to your reputation. Several companies have experienced social media backlash in the past.
- Social Media Advertising is Long Haul: Because the return on investment is difficult to define, social media marketing is often a long-term effort. 88% of 750 marketing professionals stated that they couldn’t accurately measure the effectiveness of their campaigns, and 52% stated that dealing with return on investment for social media advertising was incredibly frustrating.
