People don’t like ads.
That’s not really news. Ads are usually annoying, and are “imposed upon” the viewer, meaning that nobody wants to actually watch advertising.
Probably people never liked ads.
But what’s changed now is the fact that…consumers have powers.
Premium subscriptions to avoid ads.
Ad blockers all over the internet rising in users.
So…what’s the future for digital advertising?
Short answer: it’s been replaced with one simple thing.
Content.
Content creation will be more important than media buying for several reasons.
As digital marketing evolves, the focus is shifting away from traditional (and digital) media buying and towards creating quality content that engages and converts audiences.
First, consumers are becoming more savvy and are able to detect when they are being advertised to. Traditional forms of advertising, such as banner ads and commercials, are often ignored or blocked by consumers who are using ad-blockers and they usually simply scroll past them. On the other hand, high-quality content that provides value to the reader is more likely to be shared and engage the audience.
Second, the rise of social media has made it easier for businesses to reach their target audience directly, without the need to go through traditional media channels. By creating and sharing relevant and valuable content on social media platforms, businesses can build a following and establish themselves as thought leaders in their industry.
Third, search engines, such as Google, prioritize websites with high-quality content when ranking search results. This means that businesses with a strong content marketing strategy are more likely to attract organic traffic to their website, leading to increased leads and sales.
Content creation will be more important than media buying in the next few years as consumers become more savvy and social media and search engines prioritize high-quality content. Businesses that invest in creating valuable content will be well-positioned to engage and convert their target audience.
Let me summarize this concept with a fact.
It’s more likely to get to 100k followers / subscribers to any platform with a good piece of content that gets ‘viral’ than spending god knows how much in targeting advertising trying to reach people that may or may not be interested in what you have to say.
Algorithms are becoming more and more able to push the right content to the right audience to keep people engaged to the platform and consume it more.
The more time they spend on the platform, the more money they make.
If it’s really good, it’s in their interest to push your content. Simple as that.
With the proliferation of social media platforms and the increasing importance of online presence, it is more important than ever to have a strong digital presence.
I believe that in the next five years, the importance of digital content creation will only continue to grow.
As Gary Vaynerchuck said: ’Brand is built on social’.
The good news is that anyone can create and upload content online.
The bad news is that competition is increasing by the second, but we, as business operators, creators, artists, or whoever you might be, simply can’t afford to ignore it. And it’s also hard to keep up with the most relevant platform.
I know for experience. I should do way better on platforms where I am not really active (like Instagram).
In conclusion, it’s clear that content creation will only become more important in the next few years.
In fact, ignoring content creation could be detrimental to a business’s success.
Only one question remains: what will you do?
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