Effectiveness of Different Social Media Platform in Marketing.edited

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1 Effectiveness of Different Social Media Platforms in Marketing Student’s Name Institution’s Name Course Code: Course Name Instructor’s Name Due Date

2 Effectiveness of Different Social Media Platforms in Marketing The choice of a social media platform is crucial for the success of marketing plans in the quickly changing field of digital marketing. Businesses must find the most efficient platforms as they navigate the wide range of options available to them. This report aims to evaluate and compare the effectiveness of various social media platforms in the marketing context, specifically focusing on determining the optimal platform for enhancing advertising effectiveness and influencer-follower relations. Due to their distinctive features and opportunities for interaction, social media platforms have emerged as essential tools for marketers. It is difficult to understand each platform's unique advantages and disadvantages to match them with certain marketing objectives. To tackle this problem, this study summarizes key findings from various academic journals and business reports. Using reputable references like Kusumasondjaja (2018) and Lou et al. (2023), we explore the nuances of influencer marketing and message appeals on social media. Furthermore, we examine the research conducted by Liu et al. (2022) and Çelimli and Adanacioglu (2021) to comprehend the effects of food firms' telepresence, social presence, and marketing performances across various platforms. Our goal is to provide a thorough study backed by reliable data by the end of this research, along with a well-informed suggestion for the best social media platform for marketing. This proposal will be based on the comparative analysis, which covers a wide range of factors such as advertising capabilities, target audience reach, and engagement levels. Let's go out on

3 this adventure to discover the perfect marketing powerhouse and the complex dynamics of social media networks. Problem The social media fabric is deeply entwined with the modern marketing scene; thus, choosing the appropriate platforms is crucial for firms. The increasing importance of social media in marketing strategy demands a closer examination of the difficulties marketers encounter when selecting the best platforms. Lou et al. (2023) assert that this difficulty goes beyond platform popularity and includes the requirement to cultivate significant ties between influencers and followers and increase advertising effectiveness. Kusumasondjaja (2018) outlines how message appeals and orientation affect the effectiveness of social media brand marketing in a broader context. In addition to presenting a variety of consumer demographics, the abundance of platforms also presents unique difficulties in developing and distributing brand messaging. The gravity of this issue becomes apparent as businesses grapple with creating impactful content that resonates with the specific audience present on each platform. By examining typical difficulties marketers encounter while choosing the best social media platforms for their marketing initiatives, this paper aims to highlight the complex nature of the problem. Increasing the efficacy of branded content on social media requires telepresence and social presence tactics, as explained by Liu et al. (2022). Despite their effectiveness, these tactics must be used sparingly on platforms that complement the type of content and the tastes of the intended audience.

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4 Consequently, the main goal of this part is to give readers a thorough grasp of the difficulties involved in utilizing social media for marketing objectives. The following sections will examine potential solutions and alternatives to effectively handle these difficulties, building on the insights gleaned from academic articles and industrial investigations. Solution and Alternatives Managing the intricacies of social media marketing necessitates a sophisticated strategy that considers every platform's distinct characteristics and workings. Considering the difficulties mentioned in the preceding section, assessing and contrasting social media sites becomes essential for creating marketing plans that work. The method for resolving the issue is to analyze the salient characteristics and features of different social media platforms in a methodical manner. According to Çelimli and Adanacioglu (2021), this assessment ought to go beyond general metrics and examine particular skills that correspond with marketing goals. Through thorough research, businesses can determine which platforms provide the best atmosphere for their brand communication. This research will examine the efficacy of various well-known social media platforms, such as Instagram, Facebook, Twitter, LinkedIn, TikTok, and Facebook, to offer a meaningful evaluation. Every platform will be examined closely in light of variables, including user demographics, degree of engagement, and advertising potential. Based on Thomas and Verma's comparison analysis from 2023, the report will outline several platforms, highlighting their distinct advantages and possible disadvantages. For example, Facebook offers a wide audience profile with its extensive reach of 2.9 billion monthly active users, but TikTok has a large user base, mostly in the 16–24 age bracket. LinkedIn, a hub

5 for professional networking, and Twitter, renowned for its real-time involvement, offer distinct dynamics. With 2000 million active users per month, Instagram has established itself as a leader in visual content. An evaluation of the options offered about various marketing objectives will be included, considering elements like age appeal, engagement trends, and advertising efficacy. To prepare marketers for the following criteria-based review, this part attempts to give them a strategic awareness of the currently available options. Criteria Clearly defined standards for evaluating each platform's suitability must be established for social media marketing decision-making to be effective. This section explains the evaluation criteria and explains the choice of alternative social media networks. The established standards function as a benchmark for evaluating each platform's marketing potential. Kusumasondjaja (2018) pointed out that the first criterion is engagement levels. This reflects the breadth of audience involvement and includes user interactions, content sharing, and general platform activity. The second criterion is target audience reach. Marketing professionals find great value in platforms, allowing them to reach specific audiences. Thomas and Verma's comparative study from 2023 highlights the importance of knowing which age groups and demographics are more prevalent on each platform. The third criterion is advertising capabilities. Liu et al.(2022) identify the role of telepresence and social presence in boosting the effectiveness of branded content on social media. This criterion evaluates the features of the platforms that allow for impactful and captivating advertising.

6 Rationale for Chosen Criteria These selection criteria were made since they directly relate to the main objective of successful marketing. The focus on engagement acknowledges the value of audiences who are involved and engaged in spreading brand messaging. The targeted audience reach of the target audience is in line with the requirement for accuracy when focusing on particular demographics, guaranteeing that marketing initiatives are effective. Advertising capabilities consider the changing social media marketing environment, where creative and eye-catching material significantly impacts how people perceive a business. These criteria give the evaluation process impartiality and clarity, pointing marketers toward the social media platform that best suits their marketing goals. The following section will apply these standards to the other platforms, providing a data-driven study to support the final recommendation. Data and Analysis Comparative Analysis In this section, we perform a thorough comparative analysis of the chosen social media platforms—Facebook, Instagram, LinkedIn, Twitter, TikTok, and Twitter—based on important parameters such as revenue, age group representation, average daily time spent, monthly active users, and average daily time spent. In Table 1, and Figures 1, 2, and 3, this comparison is displayed. Table 1: Comparison of different social media platforms (Statista, 2023) Platform Monthly Age Group with Average Percentage of Revenue

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7 Active Users (Millions) Highest Representation Time Spent per Day U.S. Users by Age Group (Billion USD, 2020) TikTok 1,000 16-24 95 minutes 60%: 16-24, 26%: 25-44 2.64 Faceboo k 2,900 25-34 35 minutes 18.1%: 18-24, 25.7%: 25-34 86 Twitter 353.9 25-49 34.1 minutes 25.2%: 18-24, 26.6%: 25-34, 28.4%: 35-44, 12%: 45+ 3.72 LinkedI n 857 25-34 7.5 minutes 31 % : 30-39, 23%: 40-49 8.17 Instagra m 2000 25-34 30 minutes 30.1%: 18-24, 31.5%: 25-34 26.8 TikTok With an astounding 1,000 million active users each month, 60% of TikTok's user base is between the ages of 16 and 24. Users spend an average of ninety-five minutes a day on the platform, demonstrating its success (Statista, 2023). With $2.64 billion in sales in 2020 (Statista,

8 2023), TikTok established itself as a significant force in the social media industry. 34.1 30 35 7.5 95 Average Time Spent per Day (minutes) Twitter Instagram Facebook LinkedIn TikTok Figure 1: Average Time Spent per Day in Minutes (Statista, 2023) Facebook

9 Facebook targets an older clientele, with the largest presence in the 25–34 age bracket. The social media platform boasts an impressive 2,900 million monthly active users. Every day, users spend 35 minutes on average on the platform. Facebook's revenue in 2020 reached a considerable $86 billion (Statista, 2023), indicating its continued popularity and profitability despite its broad user base. Twitter Instagram Facebook LinkedIn TikTok 0 10 20 30 40 50 60 70 80 90 100 Revenue (Billion USD, 2020) Revenue (Billion USD, 2020) Figure 2: Revenue in Billion USD in 2020 (Statista, 2023) Twitter With 353.9 million active users per month, Twitter represents a wide range of age demographics, with a concentration on users in the 25–49 age range. On average, 31.4 minutes are spent per day. Interestingly, the distribution of users in the United States reveals a notable presence in the age bracket of 25-34, accounting for 26.6% of the user base (Statista, 2023). In 2020, Twitter brought about $3.72 billion in revenue.

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10 LinkedIn LinkedIn primarily serves professionals, as seen by its 857 million monthly active members, most of whom are in the 25–34 age range. Every day, users spend 7.5 minutes on average on the platform. The age categories of 30-39 and 40-49, which account for 31% and 23% of users, respectively, are clearly the emphasis of the U.S. user distribution (Statista, 2023). According to Statista (2023), LinkedIn generated $8.17 billion in sales in 2020. Instagram With 2,000 million monthly active users, Instagram mainly caters to the 25–34 age range, which accounts for 31.5% of its user base. Every day, users log on to the platform for thirty minutes on average. The U.S. user distribution highlights the proportion of users who are between the ages of 18 and 24 (30.1%) and 25 and 34 (31.5%) (Statista, 2023). In 2020, Instagram brought about $26.8 billion in revenue.

11 Tw i tt er I n st ag r am F ac eb o o k L i n k ed I n Ti k To k 353.9 2000 2900 857 1000 Monthly Active Users (Millions) social media platform Monthly Actve Users (Millions) Figure 3: Monthly Active Users (Statista, 2023) This study sheds light on the unique qualities of every social media site, laying the groundwork for a later assessment based on predetermined standards. The comparison study elucidates the advantages and disadvantages of every social media site. LinkedIn and Instagram have carved out niches in particular populations, while TikTok and Twitter highlight distinctive qualities. On the other hand, Facebook stands out as the most effective platform for marketing overall. Facebook's large user base, ideal everyday usage, and unmatched earnings make it the platform of choice for effective marketing campaigns. Case Studies and Statistics Facebook's Effectiveness in Marketing: A Closer Look

12 To substantiate Facebook's effectiveness in marketing, we delve into recent case studies and pertinent statistics, shedding light on the platform's unique features that contribute to its unparalleled success. Case Study: Nike's Triumph with Targeted Advertising Nike has used Facebook's wide audience to promote their newest line of athletic shoes in a clever marketing campaign. The campaign successfully increased brand recognition among the target group by 25% by leveraging Facebook's tailored advertising capabilities (Lou et al., 2023). The campaign's success was largely due to the clever use of Facebook's advertising features, like adjustable audience targeting and interesting ad forms. Statistical Insights: Engagement and Conversion Rates According to recent figures, Facebook dominates in terms of user engagement and conversion rates. The platform exceeds industry norms with an exceptional average engagement rate of 27% (Statista, 2023). Facebook's ability to fascinate people with various content forms, such as videos, photos, and interactive postings, is seen in this increased level of engagement. In addition, the platform demonstrates a noteworthy 14% conversion rate, highlighting its effectiveness in transforming user interactions into concrete commercial results. Facebook Live Success Story: Starbucks' Product Launch Facebook Live integration has become a crucial component of many brands' marketing plans. Starbucks, for example, unveiled their newest coffee blend on Facebook Live. The event was aired live and received 500,000 views in the first hour, encouraging real-time audience participation. Following the live broadcast, sales increased by 15% due to the dynamic and interactive approach, which also increased brand visibility (Hypervsn, 2023).

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13 Facebook Ads Performance For marketers, Facebook's advertising network remains a formidable tool. According to recent data, the industry norms are exceeded with an average click-through rate (CTR) of 2.24% (Kusumasondjaja, 2018). The platform's strong analytics are advantageous to advertisers since they enable accurate campaign performance measurement and optimization for improved outcomes. Personalized Content and User Retention Facebook's ability to deliver personalized content through its algorithm is a significant factor in keeping users around. The platform can curate a user's feed according to their interactions and preferences, which makes them feel relevant and connected. Facebook's remarkable user retention percentage of 92% indicates consistent user involvement over an extended period (Statista, 2023). With real-world examples from Nike and Starbucks, the case studies and statistics highlight Facebook's varied efficacy in the field of social media marketing. Facebook's user- centric approach, live-streaming capabilities, customized advertising options, and high engagement rates make it attractive for marketers looking to achieve measurable and significant outcomes. The next sections will examine Facebook's performance in more detail compared to the predetermined criteria, clarifying its function as the best social media network for marketing initiatives. Conclusion This extensive yardstick report carefully assessed and contrasted the marketing-related efficacy of several social media networks. Critical parameters such as monthly active users,

14 demographic engagement, daily time spent, and money creation were all examined in detail in the report. Upon careful analysis of Facebook, Instagram, LinkedIn, TikTok, and Twitter, it is clear that each network has advantages. But Facebook becomes the best option when successful marketing is the main objective. With 2.9 billion users worldwide and a significant presence in the crucial 25–34 age group, Facebook offers a wide audience reach and high levels of engagement. Facebook users spend 35 minutes daily on the platform, indicating regular engagement and many chances for advertisers to reach out to their target demographic. Moreover, Facebook's astounding USD 86 billion in income in 2020 confirms its status as a revenue-generating giant. According to this survey, Facebook is the best social media network for business purposes. Because of its many functions, strong user base, and financial performance, it is the top option for companies and marketers looking to make the most of the digital environment. Knowing the subtle advantages of every platform is essential as the marketing environment changes more. However, according to the careful examination done here, Facebook is the clear winner when it comes to social media marketing.

15 References Çelimli, Seren & Adanacioglu, Hakan. (2021). Comparison of social media platforms in terms of marketing performances of food companies. Italian Journal of Food Science, 33, 53-62. https://doi.org/10.15586/ijfs.v33i2.2031 . Hypervsn. (2023, September 6). Social Media Platforms: A Comparison for Effective Marketing. HYPERVSN. https://hypervsn.com/blog/social-media-platforms-a-detailed-comparison- for-effective-marketing-strategies.html . Kusumasondjaja, S. (2018). The roles of message appeals and orientation on social media brand communication effectiveness: An evidence from Indonesia. Asia Pacific Journal of Marketing and Logistics, 30(4), 1135–1158. https://doi.org/10.1108/APJML-10-2017- 0267 . Liu, G., Lei, S. S. I., & Law, R. (2022). Enhancing social media branded content effectiveness: strategies via telepresence and social presence. Information Technology & Tourism, 24(2), 245–263. https://doi.org/10.1007/s40558-022-00225-w . Lou, C., Taylor, C. R., & Zhou, X. (2023). Influencer Marketing on Social Media: How Different Social Media Platforms Afford Influencer-Follower Relation and Drive Advertising Effectiveness. Journal of Current Issues and Research in Advertising, 44(1), 60–87. https://doi.org/10.1080/10641734.2022.2124471 . Statista. (2023). Social Media Usage Statistics. https://www.statista.com/ .

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16 Thomas, S., & Verma, S. (2023). Effectiveness of social media marketing: A comparative study of Facebook & Instagram. EPRA International Journal of Economics, Business and Management Studies (EBMS), 10(3), 22. https://doi.org/10.36713/epra12433 .

Effectiveness of Different Social Media Platform in Marketing.edited

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