Social networks have become the scene of multiple controversies and the protagonists of many criticisms. The role that social media has had in recent years in the distribution of fake news and disinformation, as well as its weight in processes of radicalization of society, is one of those that stars in a greater number of these negative comments.In addition, this type of content has achieved that, by contagion, users of social networks create less of the other messages they see on them. That is, the bad practices of some have had a contagion effect in a more generalized way.

This directly affects brands, who use social networks to reach their consumers and who use Guyana Email List them as a platform to distribute all kinds of messages.But the problems for brands are not only in what happens with their messages and with the reach they achieve in an organic way. They also face problems in what happens with those actions that are paid. Advertising on social media has grown significantly in recent years, becoming one of the recurring destinations for companies’ advertising investment.Even at times when overall ad spend has plummeted, as it did in the early days of the pandemic, advertisers have not completely wiped out social media. They have continued to invest money in them and position their messages on that stage. Social networks, it is assumed, have audiences, reach specific niches and make consumers receive the messages that interest them.However, in those accounts, marketers forget one fundamental point, that of the halo effect. The halo effect is often mentioned when talking about advertising and reference media.

Launching an ad in a medium that is considered reliable and of quality makes the ad look positive and the qualities that are associated with that header are ‘rubbed off’ on the ad itself.But what happens when what is received is an advertisement in a not very valuable and unreliable medium? The halo effect occurs in reverse: what is contagious is bad perception.For all this, the data from a recent study that has analyzed how much consumers believe ads on social networks is not surprising. In general, it can be said that little.Few believe social media adsThe study has been prepared by YouGov and has asked the adult public how much they believe the ads they see on social networks. In general, in all the markets studied, only less than half of the respondents consider that the ads they see on social networks are somewhat or very credible. In nine of the 17 markets analyzed as baseline, that percentage falls to just a quarter of those surveyed.

The UK is the country with the worst results. Only 10% of British adults consider the ads they see on social media to be very or somewhat reliable. The tonic is repeated in a generalized way in many western countries. This is the case in Sweden (11%), Denmark (14%), Germany (17%), France (another 17%) or the United States (19%).In Spain, the figures are not much better. Only 22% of adults believe what the ads they see on social media say.Even the leaders of the list in positive evaluation do not reach spectacular credibility figures. The best data is registered in India, the United Arab Emirates and Mexico, but only with 48, 45 and 39% respectively.

Leave a Reply

Your email address will not be published. Required fields are marked *