Daily 5 million TL in ad spending at risk due to social media restrictions

The digital marketing sector frequently faces risks posed by social media restrictions. Access blocks implemented in Turkey during certain periods have direct effects on brands' advertising strategies. Yasin Kaplan, founder of the Digital Marketing School, states that social media ad spending in some sectors can reach up to 5 million TL per day, and these expenditures could be jeopardized due to restrictions. This situation can lead to major commercial losses for brands, but such crises can be managed with the right strategies.

WHAT SHOULD BRANDS DO AGAINST SOCIAL MEDIA RESTRICTIONS?

During restrictions, users often try to access platforms using alternative methods such as VPNs. At this point, brands can optimize their ad targeting to reach VPN users as well. Yasin Kaplan notes that machine learning-focused targeting methods can increase the accessibility of advertisements. Furthermore, ensuring that advertising messages are not associated with the crisis is a critical element in protecting brand image.

Brands need to turn to alternative communication channels such as email newsletters, blog content, and mobile applications instead of remaining solely dependent on social media. For boutique brands in particular, being dependent on a single platform carries a great risk. Therefore, dual-channel sales strategies should be developed, and platforms with constant access should be used more actively.

IS IT POSSIBLE TO TURN A CRISIS INTO AN OPPORTUNITY?

Millions of liras in digital advertising budgets in Turkey are directly affected by social media restrictions. Restrictions on platforms such as Facebook, Instagram, and YouTube require brands to turn to alternative marketing channels to prevent their budgets from going to waste. News sites, outdoor advertising, and other digital media offer effective alternatives to maintain brand awareness. While real-time marketing may seem like an attractive option during crisis periods, such strategies can carry significant risks regarding sensitive issues. Therefore, it is of great importance for brands to develop careful and balanced content strategies by taking social sensitivities into account.

News Source: Netizen Global