How to create powerful ads from social media engagement
We know that social media engagements are the most important input to make a segmentation of consumers. But is it easy to take raw data and analyze it to find true segmentation? Actually not…
In this article, I will focus on the segmentation of consumers by using social media engagement, especially for underrepresentation and misrepresentation of people in advertising. (Reference Facebook research group outputs.) (Using the outputs coming from a consumer survey, analysis of Facebook ads, and brand lift studies)
Although various studies have been conducted on the underrepresentation and misrepresentation of people in advertising, the majority of them have focused on traditional media. Traditional media can be listed as “television, radios or printed documentation”. Some of the studies underestimate the underrepresentation and misrepresentation of people in advertising at digital channels.
What does it mean when being said “underrepresentation and misrepresentation”?
Have you ever heard the term: “ Stereotypes” before? Actually, it is the most important advertising strategy.
Term: the stereotype is a fixed, overgeneralized belief about a certain group or class of people in social psychology. Stereotyping implies that a person possesses a set of features and talents that we presume are shared by all members of that group.
*Men are strong and do all the work.
*Guys are messy and unclean.
*All Asians are good at math. All Asians like to eat rice and drive slow.
*All children don’t enjoy healthy food.
* All women like to cook, you are stereotyping women.
In our digital World, being stuck on the stereotype is more risky behavior because of ignoring certain groups.
The effect of Stereotypes on digital commerce
Facebook data scientist research groups studied that topic. Outcomes of qualitative and quantitative methodologies were conducted to provide insights into the research questions in this research. ( Survey of 1,200 consumers, an analysis of more than 1,000 Facebook video ads, and a review of more than 1,200 brand lift studies by Fernanda de Lima Alcantara in Facebook Research about Data scientist.)
According to the findings of a Facebook video ad analysis conducted in collaboration with the Geena Davis Institute, online advertising contains restrictive and stereotyped depictions. Even when groups are represented in online advertising, the depictions are limiting.
For example :
The analysis results showed that these gender-based issues of stereotypes:
- Women are 14.1 times more likely than men to be shown in revealing clothing, 6.9 times more likely to be visually or verbally objectified, and 6.1 times more likely to be shown in a state of partial nudity. Moreover, women are 4.8 times more likely than men to be shown as very skinny, reinforcing unrealistic expectations of women’s bodies. This enhanced attention on women’s bodies rather than on their full persons can reinforce the perception of women as objects (Nussbaum, 1995).
This is the typical result of (misrepresentation) Stereotypes.
To summarize, some of the most important findings from our quantitative and qualitative research include:
- Misrepresentation is still present in online advertising;
- Consumers demand more diversity, equality, and inclusion in advertising from brands. They claim that firms that make these efforts are more likely to earn their loyalty
We have to be aware of existing stereotypes. By moving away from restricting and negative preconceptions and boosting the diversity of people depicted in ads, the Internet advertising industry has a significant opportunity to make campaigns more inclusive, empowering, truthful, and effective.
In doing so, brands will be creating stronger connections, nurturing positive perceptions, and — most importantly — making a positive impact on society.