More relevancy needed for advertising on social media to flourish

Adobe's analysis of more than 5,000 people's online habits across Europe reveals that less than half believe that social media channels are improving the relevance of ads and content. Thirty-four percent are "annoyed by adverts from brands they don't follow".

Only 7% of social media users said that ads are the top form of social media content they engage with, while 18% cited offers and deals.

However, there is an opportunity for brands on social, with 33% of social media users saying they do not mind being exposed to ads, even from brands they do not follow, as long as the ads are relevant.

"By honing their advertising even more and creating exciting, more personalized content that users want to engage with and share regularly, brands can be assured of greater success, and really take their marketing to the next level," said managing analyst at Adobe Digital Insights, Becky Tasker.

UK brands were found to be the best at driving consumer to their websites via social media, with an average website traffic rate of 4.6% last year.

Tags: advertising, brand marketing, Europe, marketing, social