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Effectiveness of Social Media Cues in Ads [Infographic]

by Ayaz Nanji  |  
May 23, 2013

The effectiveness of social media cues in advertisements varies widely by the medium the ad appears in, according to a recent survey from Burst Media.

Among survey respondents who recalled social media prompts in advertising, digital ads (61%) and television ads (59%) were the most effective at driving interaction with a brand’s social platforms such as Facebook, Twitter and Instagram. These were followed by print ads (52%), radio ads (42%) and outdoor ads (39%).

Additional key findings from the report, Expanding the Conversation: Leveraging Social Media for Brand Interaction, include:

  • Two-thirds of 18 to 34 year-old respondents—including 74% of 18 to 34 year-old women—said digital ads that feature prompts to social media are effective at inspiring them to take action.
  • More than half (54%) of women and 44% of men who interact on social media via cues in advertising cite "to show my support for a brand that I like" as a reason for doing so.
  • The gender divide was even wider with the next most-cited reason, which was to access special offers, coupons and/or promotions: 53% of women compared with just over one-third (36%) of men cited this as a motivator.

To learn more about the research findings, check out the following infographic:

About the research: The data came from a survey of 2,577 U.S. online adults aged 18 and older conducted in March 2013 by Burst Media.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Gracious store Thu May 23, 2013 via web

    Many women shop more emotionally than men do, that is the reason why women tend to shop more based on how much discount they will get with coupons

  • by Robin Williams Wed Jun 5, 2013 via web

    Great article and thanks for sharing! I really believe that branded content marketing defines the existence of the internet aside from social Medias. I would really love the findings with a sample of marketing professionals aged 25-34, and another with marketing professionals aged 35+ whether you'd find any discernible difference?

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