Here's how to nail your social media strategy for the current market.
A Newspoll survey of more than 1200 Australians aged 18 - 64 has revealed a majority of consumers like and trust brand posts but have an aversion to clicking on social media advertising.
Six in ten claim to follow or “like” brands, with the 18-34 year olds considerably more inclined to ongoing engagement (at 70 per cent) than the 35-49 (57 per cent) and 50-64 (41 per cent) age brackets.
The younger generation is also far more likely to believe and trust in branded social media content.
The poll revealed that 70 per cent of 18-34 year olds believe posts by brands on social media are trustworthy, compared with 55 per cent of 35-49 year olds and 49 per cent of those aged 50-64.
The poll revealed marketers need to develop the right strategy and content to encourage more engagement with social media advertising.
Just 12 per cent of respondants regularly click on social media ads, with a quarter claiming to ‘occasionally’ engage and a third ‘rarely’.
A sizeable three in ten people claim to have never clicked on advertising, despite the increasingly targeted nature of online marketing.
Only seven per cent of the 18 to 24 year olds click on social advertising regularly compared to 15 per cent of the 25 - 49 age range.
Those aged 50 - 64 years also ranked low, with just six per cent regularly clicking on ads.