Content could prove to be most successful for Facebook marketing campaigns in the near future, new research has suggested.
Earlier this year Facebook announced it has reached over a billion accounts, whilst Twitter is fast approaching half that total. Even the sites perceived to be much smaller, such as LinkedIn, still have user numbers in the scores of millions, i4u.com reports.
In light of this, social sites have looked to advertising in a bid to monetise the service, while businesses have been keen to sign up, swayed by the huge userbase.
Forecasters have now claimed, however, that over time the volume of adverts appearing on these sites will rise beyond the threshold which users feel comfortable with. This could end up making social networks victims of their own success, as users begin to turn away from conventional paid advertising.
If true, this could see a shift from display advertising to a more content-led Facebook marketing campaign. Brands looking to target those who are fed up with banner advertising - or simply unresponsive to it – can then build up a relationship using content.
Speaking to thejakartapost.com, business journalist Grace Chng explained: “As more ad targeting tools are introduced, users will get fatigued from seeing more ads on their mobile phones and desktop computers.
“They get turned off and they may migrate to other social media sites that are less disruptive.”