The current generation feeds on social media for daily news to know the important events that are happening in the nation. Its power is unprecedented when it comes to millions. This online platform is where Google and Facebook promote their ads, and this is where people hang out all day long. They watch sports, play games, chat, learn and study subjects, and more. In 2020, the marginal traffic from mobile devices alone increased by 56% in the 1st quarter compared to that of 2019. In short, people are always online.
Online Activities Motivate Offline Workflow
When people are online, they are not just chatting and wasting time on the internet. They are also working and studying. From online courses to MOOCs, there are tons of ways to be productive. People do not go out for groceries but shop them online instead. Their online social media activities transcend directly to offline appearance, lifestyle, and daily routine. In fact, from gathering and analyzing data collected from these individuals all day long, Google can accurately tell the whereabouts of a person, the outfit they are wearing, their circle of friends, the meals they are going to have, and so on.
The best use of social media comes from the advertising market where every single click is recorded. It will trail you for days, weeks, on every other website and the app you visit. It reminds you and is always in front of you, just in case you change your mind and buy something. Promotions are a major part of the big giants of the industry, and they feed on your online activities.
Gambling sponsorships of live sports, casinos, and matches such as football or free slot machines with bonus rounds are increasingly prolific today. So, when you buy a few tickets to a match or gamble on a website, ad managers come to know of it and will chase you with different ads to lure you into registering, play a free game, and so on. The chance of making some free money or gaining 10x the investment is enough to give it a try. Who can evade that temptation? The use of social media as a tool to promote gambling sites is just like promoting a pair of shorts, from the perspective of ad managers.
Use of Social Media for Gambling Sites
Gambling Research Australia or the ARA, in partnership with several other branches, conducted a research study focusing on the issue and made some crucial findings. The publication was submitted to the Department of Justice in 2015, not long ago. One vital factor that troubles the government authorities is “Transparency.” If people knew that clicking an ad or visiting a website would mean they will be stalked, they would never do that. Then, there is also the issue of leaving out info, hiding facts that can bite you back.
From corporate use of social media to the use and effect of promotions via these platforms, they overburden the society and an individual as a whole. Measures are taken, but the entire responsibility is left on the shoulders of the user and the user alone. From the number of fans, followers, page views on social media, a lot of info can be extracted. The survey found that just over 25% of small and medium businesses measure the effectiveness of their promotions. Small businesses will just ask how they found the website, but large companies do thorough research and measure the number of responses on social media.
Common Messages Conveyed Through Social Media
In order to attract the attention of social media users, online gaming businesses try to lure them with plenty of attractive messages. One of the main promotions they do use Facebook or Twitter to raise their awareness by providing details about the company, the type of titles on offer, the various bonuses, and promotions, etc. They will try to glamorize gambling and make it look like it is loaded with fun and excitement, apart from big chances to win huge money. Some of the points that they empathize upon to lure the readers to sign up for an account include:
- Promoting a quick and easy way to play on the site and to place real money bets.
- Giving importance to big jackpots and providing details of the big gambling wins the players have achieved recently.
- Driving the users to engage the particular brand through like, share, follow, etc.
Facebook, Twitter, and online community forums were targeted because of the huge audience and size. Because social media was a relatively low cost and easy way to interact with a large audience, these seemed more appropriate. Thus, you did not have to waste a lot of skills and training on ad managers, but have people on social media doing your own advertisement, gaining followers, and repeating the same every day. Most gamblers were on Facebook and Twitter, so other platforms of that time were not useful. However, the same cannot be said today about social media. Today, in 2020, Instagram, Snapchat, TikTok are some of the sites that have surpassed Facebook and Twitter consumption. People tend to be on these social media platforms way more than before.
But, today’s era and audience, as we spoke above, are always online. Compared to 2013’s survey, the use of handheld smartphones and the number of social media apps on both Android and iOS stores have increased significantly. In fact, Android was nowhere in the scene back then, while today, it is in every pocket. So, it makes more sense to track every single click since it can pay off. When you are always online, sooner or later, you will give it a try, right?
Quite recently, law enforcement agencies have cracked hard on file-sharing sites for promoting gambling sites and casinos. Alexa-ranked sites are being taken into accountability where over two-dozen international gambling licensed operators posted their ads. Sites have been condemned for the prolific use of pirated videos for promotional campaigns. In short, gambling companies are gearing for a more engaging business strategy surrounding the common average online user.