YOUR ADS AREN'T BROKEN. YOUR AUDIENCE IS TIRED.
If you’ve noticed an inexplicable drop in engagement rates, and feel like your ads are no longer performing the way they used to, you’re not alone. The truth is, your audience is tired.
64% of consumers report their screen time leaves them feeling exhausted, and that number continues to grow.
Digital fatigue is setting in, and consumers everywhere are desperate to log off and craving face to face experiences. Why is this important? Because consumers' online behaviours are shifting, and so is what they value in a brand.
For years, the goal was simple: get your content in front of as many people as possible, as often as possible. The result? Consumers found themselves lost in a sea of repetitive and generic ads that weren’t even relevant to them in the first place. So they adapted, and started filtering out the noise.
- Studies have shown a 7.5% increase year over year in paid ad free subscription, showcasing consumers growing value for an ad free online experience.
- 70% of consumers have unsubscribed from three or more brands in the last three months due to an oversaturation in messaging.
And it’s not just that people are scrolling less, many are starting to resent brands that dominate their feed. Nearly half of consumers have intentionally avoided making purchases from a brand because they saw its ads too frequently.
What does this mean for your business? Don’t panic, the solution is simple.
- Meet your consumers where they are.
- Value over volume.
Meet Your Consumers Where They Are:
We’ve established consumers are logging off. How do you reach them? Meet them where they are. Consumers are craving face to face interactions, and it’s showing.
- 57% of event organizers saw an increase in attendance for in person events last year.
- 75% of attendees stated in person events helped them disconnect and engage with the real world.
Show up offline. Sponsor an event, host a popup, show up at community events and engage. Direct mail is even making a comeback in the wave of digital fatigue:
- Direct mail averages open rates of 80% - 90%.
- 65% of consumers report feeling excited to receive printed materials from brands.
Send loyal customers a thank you note, send out a curated catalog featuring your products, and be creative. Consumers are craving hands-on engagement with brands.
Value Over Volume:
The goal is no longer to show up on your audience's feed as much as possible, and success is no longer measured by followers and likes. Instead, the goal is to focus on sharing high quality content less frequently. Consumers don’t want to feel like just another number anymore, and they don’t want to see you on their feed every day. They want to feel valued, heard, appreciated, and respected.
Tailor your content to the community you’re building. The world of marketing is constantly evolving, and so are consumers. The competitive advantage isn’t how loud you are, it’s how many people care.
If you want to refresh your strategy, but aren't sure where to start, check out our freebies page for helpful resources.
