Interest is attention factor. If someone talks to you about what is the matter for you, of course, you are interested in that conversation. We can exploit this character on social media than mass media.
Facebook has a uniqueness in advertising rather than advertising in the mass media. Because Facebook allows for the selection of a limited target audience. Messages are restricted specifically to a group of audiences with certain specifications. We can target by geography or location, gender, age, interests, even behavior as recently traveled, and brand mobile phones.
What is the function of interest to attract attention? If we are called our identity, we will be more attentive. If there is something that mentions the special things about us, we will notice.
Called names, we will pay more attention. If anyone mentions our other situation, a special situation, yes, people will be easily attracted.
When I buy a phone with a certain brand, there is a special cover ad handphone brand I have. Apparently, I became the target of her ad. I am interested in. If there is a postal message on facebook that approaches our special features: religion, age, activities, interests, etc., we will be interested. So the Facebook feature that allows audience targeting is useful for tailoring messages to the identity of the audiences.
Ads with such specific themes will be waste and inefficient if they are distributed to mass media that are expensive and reach many people. The mass media can not choose fewer audiences.
Hard selling ads can be accepted when it suits their needs or interest. The first is the intersection between the things they are interested in with what you want to say. After that just deliver what they say. Although they are not looking for advertising, they are seeking information, entertainment, education, if the advertising suit to their interest, they will be easy to accept.