If you were paying attention in your U.S. History class, you can probably recall looking at advertisements created during World War I and II during America’s journey to gaining a reputation of prime industrialization.
You may also recall that women have been heavily discriminated against, dating back to the 1850s during the Civil War. Fast forwarding to a century later, women are still expected to fulfill domestic roles.
Take this advertisement for example:
Fast forwarding a few more decades and women are displayed in advertisements like this:
It is no mystery that women have been and are objectified and have been and are assumed to be inferior to men.
So why did we allow these stereotypical ads to slip under our nose?
The answer is obvious: these ads lure lots of (male) customers.
Enough about the past. Let’s fast forward to today’s age. In today’s age, women are less stereotyped as babysitters, cooks, and cleaners of the house.
There also exists social media. 74% of Internet users are using social media — 76% of these social media users are women. Allow me to provide you a greater breakdown of social media use and gender:
According to a study conducted by Fractl, women are 26% more likely to share content more than once a day when compared to their male counterparts on Facebook.
But what is the secret to attracting customers through social media?
Two words: social proof.
Potential customers often rely on the anecdotes provided by influencers broadcasting their reviews of products on social media. These influences must be authentic in order to properly assess a product’s or brand’s quality.
A survey conducted by Influence Central shows that 86% of women shoppers are more likely to buy a brand they’ve never purchased when they begin to interact with that brand on social media.
Key takeaway: Women in ads can have a strong influence on both men and women, but these ads must never revert to their dark past.
I own a small jewelry business. I find it difficult to market my products through my monthly newsletters because not enough people are willing to buy them.
I love the idea of promoting products using social media. I promote my products using apps like Instagram, Poshmark, and Youtube.
As a rough estimate, I would say that 90% of my sales are from Poshmark. The Poshmark app has this feature where you can see reviews from other customers who have purchased your products. By receiving positive five-star reviews, I as a private jeweler become more credible and authentic.
These personal stories and positive reviews are so valuable to me as a seller. I depend on anecdotal evidence from those on the receiving-end of my products to become the best private jeweler I can be.