MARKETING
Tailoring Your Marketing For Social Media Platforms
By Kehinde Ruth Onasoga
As with most marketing avenues , social media channels are constantly evolving to accommodate shifts in consumer interests .
These platforms largely leverage interest-based algorithms to stay on trend with the needs of their users and so should your brand in keeping with emerging trends as they occur . Ensuring you meet your audience where they are in every aspect of your marketing efforts . The current stats on social media usage today further highlights the need for your brand to consistently evaluate its position against what platforms your audience use , the time spent on each platform and how they interact on each of the platforms they are on .
Some key stats : An average of 3.48 billion people globally use social media . That almost accounts for nearly half of the world ’ s population with four out of every five internet users ; An average of 2 hours and 23 minutes is spent on social media daily . 98.5 % of social media users use at least four different social media channels ; Social media channels are being used by 44.8 % of the world ’ s internet users to search for brand-related information in 2020 . ( Sources : Supply Gem | Influencer Marketing Hub | 99 Signals )
With these stats comes the realization that your brand cannot focus on past strategies deployed in its approach to social media usage . As the algorithm changes evolve , so should your brand , considering new users , their approach to using these social platforms and untapped opportunities .
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Your brand cannot focus on past strategies deployed in its approach to social media usage . As the algorithm changes evolve , so should your brand , considering new users , their approach to using these social platforms and untapped opportunities .
Social Media Channels - Key Contrasts
Being limited by a marketing budget sometimes gives marketers the opportunity to think strategically and approach a plan more deliberately , ensuring the key messages of the brand hits their mark with precision .
Here ’ s what can be considered as the contrast between social media channels :
• Audience Interactions - behavioral , interests and demographics .
• Best practices to maximize ROI and type of posts .
• Tracking emerging social trends to specific platforms .
• Brand-Influencers as relevant .
With the Facebook ( Q1 ) report shared , we see a 10 % YOY increase in monthly active users , by the way , Facebook is still the largest social media platform , as of March 2021 with 2.85 billion . The platform averages 1.88 billion daily active users in the same quarter .
What does this mean for you ?
With an increase in users comes a 30 % increase in the average price per ad placed ! What does this mean for your brand ? Your ad spend isn ’ t going as far as you think , definitely not like it did in the past .
So , it is of the utmost importance to your marketing budget to ensure your content marketing is optimized to get the most reach , hitting your audience directly .
How can you ensure this is done effectively ?
By keeping an eye out for recent algorithmic changes by these platforms . An example is Facebook . Having an understanding of what Facebook algorithm prioritizes will ensure you get the most
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