Some well-known media brands seem to neglect their websites using more convenient tools that do not need too much attention and efforts as the website does.
One of the recent examples of such an approach is BuzzFeed’s Swarm, a new ad format that allows such media giants like YouTube, Facebook, or Snapchat to lead successful advertising campaigns. Another example is Obsessee, a new Clique Media Group’s brand that distributes content mainly through the social media channels without any emphasis on the site of the brand.
Yet, there are some stumbling blocks that are neglected by brands and may cause a lot of troubles in future:
- You cannot count on the social media only
Let’s take a closer look at the history of the social media development and its influence on the advertising strategies of large and well-known companies. It turns out that the idea of neglecting the brand’s main pages in favor of the social media platforms is not new.
Pete Blackshaw pointed out that Facebook was more important in targeting the audience rather than using their company’s website for the same purpose. So, is there any need to spend time and efforts to improve a homepage when all your potential customers are using Facebook? Moreover, that period’s pallid statistics confirmed that more than a half of consumers use information from the company’s Facebook page rather than the official site.
However, it is impossible to rely on Facebook only when it comes to business matters. In 2013 Facebook has changed News Feed Algorithm and as a result, many posts were hidden from viewing. Who knows maybe this was the main reason why a significant number of Facebook users turned their looks to other mobile and social media platforms like Snapchat and Instagram.
- Data ownership
The issue of the first-party data is rising today. It is mostly explained by the fact that when you create a network of customers you lose your data ownership on your target audience profiles since Facebook owns it and not you. Hence, the precious information that can be used for more efficient advertising campaigns and more successful marketing strategies is lost.
But if you have an access to this data on your website, you can target your content in a more efficient way.
- Consider context
There is no guarantee that your content will be shown in the most appropriate context. Logically, it influences the promotional success of your posts or ads. Besides, it weakens image associations viewers get with your brand. Furthermore, the crucial aim of any social media network is to connect people and simplify their communication. Thus, in some cases using a social media platform in a commercial purpose can bring no results. It’s all because social media users have different priorities. They come to have fun and chat with people who share the same interests. They focus more on entertaining information avoiding promotional ads. However, when you use your own website, you create the required environment and content for your blog to match to your target audience’s needs.