Social media has become a part of our ordinary day to day life. We use social media when we are at home, at work, while travelling, while eating, basically social media is life! But how do companies like Instagram, Facebook, etc earn money by providing this content! MARKETING is the word.
What is social media marketing?
Social media marketing is the systematic and planned marketing of products and services, through social media platforms, Social media platform isn’t just like a flier, sent across to all people. Social media marketing is done scientifically. Lot of analysis and studies are done before marketing is done through social media.
How to show the right ad to the right person?
Modern day social media marketing strategies involves, categorization of different variables into subsets. Variables could be anything. People could be sub categorized by the basic fields such as Gender, age, religion, and more complex fields such as music liking, liked videos, wish listed items and much more. All these sub categorizes are further divided into smaller parts, if necessary, and finally we get a homogeneous category having the similar likings and interests as per the requirements of the marketing strategy goals. Companies then send across these ads across to the people sub categorized in the respective groups.
How does the system select the right category for the right customers?
Large amount of data is collected without our knowledge. Page clicks, ad clicks, likes, shares, and all activities which we undertake under the social media page are recorded without our knowing. Large scale Artificial intelligence, Machine Leaning and Deep learning systems, analyze all these data, and are stored for future references or real time references. There will be billions of people using social media pages all around the world, and it is highly impossible for an ordinary computer to collect, process, analyze, and record all this data simultaneously. Huge servers, and high capacity super computers are used to analyze this data.
A new system has been initiated these days in the search engines, which has led to privacy issues as well. There have been strange and weird instances where the social media pages start showing ad suggestions based on a normal day to day conversation with another person. This creates a great impact on privacy. Security and control should also be monitored to not break the trust of the customers and the clients alike.
What are the different options under analytics in social media platforms?
To know more about the social media analytics and how it affects advertising, lets see the following example for YouTube analytic options.
There are 4 options in the analytics page in youtube studio.
1. Overview: Shows the key observations of the particular video uploaded such as the number of views, the total watch time, the number of increase in subscribes and the average view duration
2. Reach: Reach provides a more detailed explanation of the traffic sources of the video.
Traffic sources could be
a. External: Sources such as WhatsApp, YouTube, Facebook, etc
b. Suggested videos: Suggested videos are the suggestions provided at the end of
other videos.
c. Playlists: Referring to the playlists to which the video was sourced to.
3. Engagement: This shows the viewer engagement levels.Some options such as
a. Audience retention
b. Likes vs Dislikes
c. End screen element click rate
Are part of the Engagement opion.
4. Audience: The audience profile shows the profiling of audiences across various demographics, age, gender, and watch time from subscribers
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