Many businesses recognize the need for social media advertising. But describing social media ads is a bit like counting raindrops in a thunderstorm. The trends are many, fast-moving, and often gone in a flash.
At least one industry practitioner believes social advertising is growing in acceptance despite tracking concerns and may soon be a full-fledged ecommerce channel.
Let’s take these three trends one by one — acceptance, signal loss, and shops.
A segment of the commerce industry that includes ecommerce, omnichannel, and B2B has had a long and successful relationship with social media advertising. But this is not the case for everyone.
“I think a lot of brands, retailers, grocers have finally accepted that social is the best platform upon which to reach their customers at scale with personalized messaging,” said Conor Ryan, chief information officer at StitcherAds, a social media advertising platform
Ryan believes the Covid-19 pandemic accelerated the acceptance of social advertising. Companies that may have been planning investments in social advertising were forced to take action.
The pandemic “put so much pressure on so many businesses to move quickly that [digital transformation] was crammed into [a few months],” said Ryan during a live interview with the CommerceCo by Practical Ecommerce community on July 8, 2021.
The brands that made this transition accepted that they needed to use social advertising out of necessity,…