The number of companies posting SNS advertisements is increasing, but what do the younger generations (Gen Z and Millennials) who actually use SNS a lot think about these advertisements?
Young people’s marketing archive media “SORENA” (operated by Quarktokyo Co., Ltd.) conducted a survey on young people’s awareness and reactions to web advertising.
The results revealed that SNS ads account for only about 50% of impressions, and that user reactions differ depending on the type of SNS.
Reference source:
Marketing Research Vol. 8 | What are the attitudes of young people (Gen Z and Millennials) towards SNS advertising? The reality of SNS advertising
Summary of the research conducted
The survey was conducted by 800 men and women between the ages of 15 and 24 who belong to Generation Z and Millennials. The following eight types of typical SNS were targeted.
- YouTube
- TikTok
- LINE
The items investigated were as follows.
- Impressions: I know it’s displayed, but I don’t look at it properly.
- Viewing: I looked at the images and videos carefully.
- Engagement…liked/commented/shared
- Click…Clicked on an ad
- Conversion: Visited a site or app store
- Purchase…Purchased a product/service
- I’ve never seen it
Only about half of people are aware of advertisements…
First, the results of a survey on impressions of SNS advertisements are shown in the graph below.
Approximately half of the targeted SNS received impressions. In other words, nearly half of the remaining people were not particularly conscious of ads being displayed on the SNS they were using.
Many people may find it surprising that only half of them are aware of it at the first impression stage. By the way, Twitter had the highest impression rate at 54.4%, but it was a close second.
There are differences in SNS with a high rate of action for each item. Instagram tops the list for conversions and purchases.
Depending on the survey item, the SNS with high activity rates differed. The results are below.
It can be seen that there are differences in the items with a high rate of action depending on the characteristics of the SNS.
YouTube and TikTok ranked high in terms of “viewing.” Video media ads tend to be viewed more easily. It turns out that only LINE tends to have a lower click rate. Instagram was the top site for both conversions and purchases.
Most of the results for LINE are at the bottom, indicating that advertising effectiveness is not very high. Since it is mostly used for chatting, it may be difficult for people to get interested in advertisements.
summary
This suggests that each SNS has its own characteristics, and the reactions they tend to elicit differ. In addition, SNS may have compatibility with products/services and with target customers. It seems necessary to understand the characteristics of each SNS and choose the most effective one to advertise on.