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SALT LAKE CITY — Guys, recent studies show that you may be a better target for social media ads than women are.
Although women make up a larger portion of Facebook users, men are more likely to click on the ads. Those are the findings from recent studies by Resolution Media and Kenshoo Social. Also, men reportedly spend more money on the products advertised.
Officials from Resolution Media say their clients capitalized on this trend by spending more than half of their Facebook budgets on ads aimed at men.
They're not alone.
"Show the ad and provide a concrete call to action so it's very clear that [you're saying] ‘This is what we want you to do and this is what you're going to get from it,'" said Richter 7 Social Media Director Evin Catlett.
Catlett says social media advertising is still a relatively new thing, so people are still trying to figure out the best way to appeal to customers online.
"When you have a product or a brand or a message that resonates with that male audience, Facebook ads are actually a really great way to attract them, hook them and start to engage with them because they are more likely to click," he said.
But it may be trickier to target men on a personal basis. Facebook helps their advertisers find clients by setting parameters, based on what users are interested in and what they like on the social media site.
Even though they're more likely to click on Facebook ads, men are less likely to "like" products, and less likely to "share" when a company they like offers something online.
#poll
"You definitely see more participation from women on brand pages; commenting, liking, sharing stories, things like that.," Catlett said.
He says women like to feel like part of a group or community online. But, even after a woman "likes" a particular item, Catlett says it's up to the company to keep offering promotions, prizes or quality content to keep women interested.
"If the message in the ad doesn't seem like it's relevant to the page they're being driven to, then they're a really high drop-off rate, and you don't see that continued engagement," Catlett said.
