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Oglaševanje se je v sodobnem svetu prilagodilo in vedno pogosteje se za oglaševanje storitev in izdelkov uporablja družabna omrežja, predvsem platformi Instagram in Facebook. Na učinkovitost oglaševalskih akcij vpliva veliko različnih dejavnikov, eden izmed njih je tudi vrsta vsebine. V diplomski nalogi smo izdelali dve statični slikovni vsebini in dve video vsebini za izpeljavo oglaševalskih akcij blagovne znamke Snapek na družabnih omrežjih. Izvedli smo oglase, ki so trajali pet dni. Vse štiri oglaševalske akcije so bile aktivne istočasno. Primerjali smo, kako se določene metrike, ki smo jih opazovali, razlikujejo pri oglasih s sliko in oglasih z video vsebino. Opazovali smo doseg ljudi, vtise, pojavnost, unikatne klike na povezavo, vse klike na povezavo, razmerje med prikazi in kliki ter vpletenost. Za izpeljavo oglaševalskih akcij smo uporabili Facebookov urejevalnik oglasov – imenovan Business Manager – preko katerega smo urejali oglase tudi na Instagram platformi. Prav tako smo v tem času odgovore pridobivali z anketo, ki je podala nepričakovane rezultate. Raziskave smo se lotili z namenom, da bi ugotovili, katera vrsta vsebine – slikovna ali video, z dodatnim grafičnim elementom, z besedilom ali brez – prinese boljše rezultate in uporabnike bolj pritegne. Cilj je bil izvesti dovolj uspešne oglase, s katerimi lahko zastavljene hipoteze potrdimo ali ovržemo. Analiza je pokazala, da vrsta vsebina vpliva na uspešnost posameznega oglasa. Glede na opazovane metrike lahko sklepamo, da video vsebina pri uporabnikih izzove večjo vpletenost. Kateri pa je tisti dejavnik, ki uporabnika bolj spodbudi h kliku in ga prej preusmeri na spletno stran, je zaenkrat še stvar nadaljnjega raziskovanja. Oglaševalske akcije so bile zaradi mlade blagovne znamke Snapek izpeljane z najnižjim finančnim načrtom, zato so bili nekateri rezultati zelo posplošeni, saj so odgovori v anketi temeljili na teoriji in ne na praksi, kot to velja za zagnane oglase. Verjamemo, da bi nam analiza oglasov z večjim finančnim vložkom podala bolj natančne in bolj izrazite rezultate. Advertising in today's world has adapted and now increasingly uses social networks, especially the Instagram and Facebook platforms, to promote services or products. However, the effectiveness of advertising campaigns is influenced by many different factors, and one of them is the type of content. In diploma thesis, we created two static image contents and two video contents for the execution of advertising campaigns of the Snapek brand in social networks. We ran ads that ran for 5 days. All four were active at the same time. We compared how certain metrics we observed differed between image and video ads. We observed reach, impressions, frequency, unique link clicks, all clicks on the link, click-through rate and user engagement. To run the campaigns, we used Facebook Business Manager, which we also used to manage the ads on the Instagram platform. During this time, we also received responses via a survey that gave us unexpected results. We conducted the survey to find out which type of content, image or video, with or without an additional graphic element with text, brings better results and attracts users more. The goal was to create a successful enough advertisement to confirm or disprove the hypotheses we had made. The analysis has shown that the type of content influences the performance of each campaign. Based on the metrics observed, we can conclude that video content generates greater user engagement. Which factor leads to the user clicking more easily and being redirected to the website is still subject to further research. Due to the small size of the Snapek brand, the campaigns were run with the smallest buget, so some of the results are very generalised, as the answers in the survey are based on theory and not on practise, such as running ads. We believe that an analysis of ads with a larger financial investment would provide more accurate and pronounced results. |
