By Khushi Keswani

The "intent versus interest" approach is pushing e-commerce giants ahead of social media platforms in terms of garnering advertisers' interest.

Social media platforms cater to users with a browsing mindset, passively consuming content. While an eye- catching ad on social media might spark interest, the purchase journey can be lengthy and indirect.

Rahul Vengalil, CEO of TGTHR, emphasised, "On social media, users are primarily there for entertainment, scrolling through endless content feeds. Their interest might be piqued by an ad, but the conversion process is often long and complex. Click-through rates typically fall below 1%."

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