Advertise In Boston Advertise In Boston

Facebook Advertising: Why Boston Business Owners May Be Pausing

Jul 3, 2020 6:10:32 AM / by Larry Julius

Following the lead of many national marketers, some Boston area small business owners are considering canceling or, at minimum, pausing their advertising schedules with social media network Facebook and its co-owned photo-sharing platform, Instagram.

According to the New York Times, "more than 400 companies, from Coca-Cola and Adidas to Ford and Lego, have vowed to halt advertising on the social network, in a growing protest over how it handles hate speech and other harmful content".

With the pandemic figured in, Boston small business owners were expected to spend $352 million on Facebook and Instagram advertising in 2020. This is according to Borrell Associates, a firm that specializes in the collection and analysis of local marketing expenditures in every city across the United States. But these expenditures could shrink if the protests become louder.

Every type of Boston business imaginable, including clothing stores, plumbers, HVAC repair, funeral homes, restaurants, dentists, and nonprofits, has come to realize how powerfully social media can contribute to their bottom lines.

Part of what makes Facebook and Instagram attractive to small business owners is the enormous reach these platforms have among consumers. Locally, the audience size for these two social media sites now rival Boston radio, TV, cable, and newspaper outlets.

For small business owners considering a hiatus from social media advertising, there is a viable way to redirect these dollars into a different medium without losing the marketing equity or momentum built-up on Facebook.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, radio advertising, small business owner, social media advertising, small business, facebook advertising, instagram advertising, advertise on radio, facebook

Boston Small Business Advice: Facebook Advertising During Pandemic

May 6, 2020 2:52:02 PM / by Larry Julius

Facebook usage has swelled since the onset of the Covid-19. 

According to Nielsen, before the current chaos, 65% of Boston area adults used Facebook each month. This was significantly fewer than were reached by local radio or television each week.

According to the New York Times, however, since the start of the Coronavirus, daily Facebook traffic has increased by 27%. This compares to 33% growth in the amount of time consumers spend listening to local radio during a similar period.

Based on the surge in Facebook consumption, Boston small business owners might be tempted to purchase advertising on the social media platform to augment their regular, free postings. Here are are few facts these businesses should consider before investing.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, radio advertising, small business owner, online advertising, social media advertising, small business, facebook advertising, digital advertising, facebook, trust

Who Listens To Commercials On Boston Radio?

Apr 22, 2020 10:20:58 AM / by Larry Julius

Every week, 3,543,709 adult consumers tune-in to a Boston radio station. That is way more than are reached by other media, including local television, newspaper, social media, or streaming audio sites like Pandora and Spotify.

A more significant number for thousands of New England small business owners who advertise on Boston radio is how many of these listeners stick around when their commercials come on.

A 2011 Nielsen study discovered that, on average, 93% of listeners stayed with the radio station they are tuned-to when the commercials come on. That number amazed many advertisers at the time who believed that audiences were far more likely to defect when the music stopped.

A lot has changed since 2011. Boston area consumers have many more media options and can instantly connect to each  with a button-push, mouse-click, screen-tap, or voice command. With all of these choices, do radio audiences still stay tuned during commercial breaks?

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, newspaper advertising, radio advertising, social media advertising, television advertising, small business, instagram advertising, pandora, spotify, small business advertising, streaming audio, facebook, button pushing

How Well Does Social Media Work For Boston Retailers?

Mar 13, 2020 12:29:04 PM / by Larry Julius

New England retailers spend a considerable amount of time and money marketing their small businesses on social media.  Is this effort paying off?

Each month, according to Nielsen, 2.8 million Boston area adults use Facebook, Instagram, or Twitter. This equates to 71.2% of consumers.  This reach is rather anemic compared to Boston radio and TV, which attracts considerably more users in a single week than these social media platforms do over 30 days.

Among local millennials, the monthly reach of Facebook, Instagram, and Twitter is eclipsed by the weekly reach of Boston radio.

The number of consumers reached by an advertising campaign, according to Nielsen, is the media consideration that has the most significant effect on increasing sales. 

Read More

0 Comments Click here to read/write comments

Topics retail, best way to advertise, reach, small business owner, social media advertising, small business, facebook advertising, instagram advertising, retailer, retail store, facebook, twitter, engagement

Receive Great Advertising Advice Direct To Your Inbox...

Advertise In Boston Now

Recent Posts