Social Media

What is social media

Social media refers to a content production and exchange platform based on user relationships on the Internet. Social media is a tool and platform for people to share opinions, insights, experiences and opinions with each other. At this stage, social media, Weibo, WeChat, blog, forum, podcast, etc. Social media is flourishing on the fertile soil of the Internet, and dazzling energy has erupted. The information it has spread has become an important content for people to browse the Internet. Attract traditional media to follow up.

Background

When Insgram and Snapchat swept millennials, mainstream media agreed that Facebook had lost its say in the teen market. And indeed 35% of American teens consider Snapchat to be their favorite social media platform.
But if you look at specific user data, you will come to different conclusions. For example, the age composition of Facebook users-users aged 25-34 accounted for the largest proportion, reaching 58.3 million, while users aged 18-24 had 39.4 million. So although the number of Facebook users aged 45-54, 55-64, and over 65 has increased over the past few years, Facebook’s main user base is still young. With more than 2 billion users worldwide, Facebook is not only the largest and most widely covered social media.

Marketing goals of digital advertising

• Main target

Accumulate a certain number of fans and reach strategic cooperation intentions with social media platforms

• Secondary goal

Strive for profit in the early period is directly proportional to cost

The best platform for social media brands

• Facebook

Another reason why Facebook’s status cannot be shaken is that its two major communication applications, Facebook Messenger and WhatsApp, are both shortlisted into the world’s top five social media network platforms. As of April 2018, Facebook’s monthly active users reached 2.234 billion, followed by 1.5 billion YouTube and WhatsApp users, followed by Facebook Messenger, with 1.3 billion monthly active users. Obviously, the real advantage of Facebook is to create Facebook’s social media ecosystem together with Facebook Messenger and WhatsApp.

• Instagram

Since Histrom’s creation of Instagram in 2010, this photo sharing app has been focused on attracting users, providing a clean design style and an easy way to share artistic photos. Instagram previously stated that the app has exceeded 150 million monthly active users, and that number has increased by about 128 million since it was acquired by Facebook. At this rate, Instagram is rapidly approaching its seven-year-old rival Twitter. Twitter previously announced that the site had over 200 million active users. And in January 2020, the world’s top 500 most valuable brands released in 2020, Instagram ranked 57th

• Youtube

Social media market penetration data perfectly explains the status of Facebook’s social platform giant. Three of the top four social media platforms in terms of market penetration (not user numbers) come from Facebook, Facebook (72%), Facebook Messenger (51%), and Instagram (39%), while Twitter (35%), Snapchat (26%) and LinkedIn (23%) are far behind. But it is interesting that YouTube ranks first in the market penetration rate, slightly higher than Facebook with 73%. This shows that video playback is still an area that Facebook has not yet dominated. And Facebook has not slowed down the pace of entering the video field. Facebook Watch (group sharing video function) has recently become a full-featured feature to push to global Facebook users. Although Facebook’s live events and other creative videos have increased user engagement and usage, this has not led to a reduction in YouTube users. Globally, YouTube has 1.5 billion users, second only to Facebook.

In the “Internet +” era, the rapid rise of social media has attracted widespread attention from many companies. As a new type of marketing channel, most brands think that social marketing is suitable for building and promoting brand image, but it has a limited role in promoting the actual purchase of users. However, with the growing maturity of social networks, especially the advent of the mobile internet era, social media as a marketing channel or marketing model has gradually shown a strong development momentum. According to a survey by Internet Retailer, an online retail industry magazine, through social networking channels, the sales of the top 500 e-commerce companies in the retail industry reached 2.69 billion US dollars in 2013, an increase of 62.5% over the previous year. With the development of mobile Internet, social marketing has become more and more important in the overall marketing strategy of enterprises. At the same time, unlike the past, which focused on fan attention and likes, today’s businesses are more concerned about whether marketing investors on social media can get actual benefits.

• 1. Maintain the coherence of posting and cultivate users’ browsing habits

The top brands on Facebook post an average of 12 times a week, and the number of posts on a weekday is relatively large. It should be noted that due to the marketing activities will inevitably have a certain impact on the user’s social experience. Therefore, each brand should accurately locate the best posting time according to the characteristics of the target group. At the same time, enterprises should also maintain the consistency of posting on the best time node in order to cultivate the browsing habits of brand fans. Compared to Facebook, Twitter, known as the “Internet Short Message Service,” has more active brand e-commerce performance. Except for minor adjustments to user characteristics, the content of the brand’s posts on TWitter is roughly the same as Facebook. However, more concise tweets are obviously more suitable for guiding users to expand the scope of topics in posts. The data shows that among brand-related posts, the proportion of reposts reached 20%. As a picture social platform, Instagram is more suitable for marketing activities such as product feature display and festival promotions. Of the approximately 100 posts posted by the brand each week, these account for approximately 66%. About 34% of the remaining posts are often reprinted-some content related to brand products.

• 2.Make full use of user-generated content to achieve brand word-of-mouth communication

Social marketing is essentially a trust-based interactive marketing model: user trust in the brand and trust between users. Therefore, letting fan users produce content and turn users into consumers and active promoters of branded products is the ultimate direction of social backselling and a win-win strategy for brands and fans.
The tune of online consumption behavior shows that for products recommended by acquaintances, up to 91% of users will have varying degrees of trust. Therefore, on social media, user-generated content is often more attractive and persuasive than the brand’s own posts, and it is more likely to stimulate consumer buying behavior. In addition, brands share user-produced content and use the brand’s magnifying effect to get more attention to this content, which is also conducive to satisfying users’ sense of achievement in social processes, thereby forming a virtuous circle and motivating users to actively engage Brand content creation.

• 3.The design of novel and intuitive brand pictures or videos, to stimulate users’ desire to browse

In the “Internet +” era, those intuitive, concise, and clear content are often easier to attract people’s attention. In this respect, the picture display has obvious advantages over the text narrative. Relevant surveys and studies also show that in the era of mobile internet, netizens prefer to browse pictures on mobile terminals. As a result, Facebook, YouTube, Instagram and other image social platforms have been favored by users, and their development momentum is stronger than other “text” social media. The production of pictures is relatively easy, and its intuitive and diverse forms are also easier to attract users. Therefore, the brand’s picture display has gradually become an important part of social marketing. In Instagram, more than 90% of the posts made by top brands contain images; similarly, Facebook tweets also contain videos or images. Overall, of the top 100 brands on Facebok, YouTube, and Instagram, there is an average of one brand of video marketing every week. As for the content of the video, it mainly focuses on information that is more likely to attract users: new product releases, product designer interviews, stories about brand growth, product usage guidelines, and so on.

• 4.Create unique and exquisite short posts that conform to users’ information reading habits

In the era of the mobile Internet, people are in a constantly changing fragmented scene, and their attention is always attracted by the content of the scene, it is difficult to stay on a certain information for a long time. Therefore, compared to the lengthy posts in the PC era, the novel and subtle short posts are obviously more attractive to users, and it is easier for users to quickly understand the complete information of brand marketing.

For example, among the top brands on Facebok, post content is less than 100 words. The regular posting of software posts on Ins is only 40 ~ 70 words.

5.Cooperate with richer information links to provide users with quality problem solutions

In social media, after all, the brand and product content contained in posts is very limited and cannot meet the diverse and in-depth information needs of users. Therefore, in the social interaction with users, top brands often provide users with more informative URL links. The content is generally products searched by users, products recommended by companies based on user data, or landing pages of brand websites.

These links to user questions and comments obviously contain more information than posts, and can provide users with more rich and user-friendly problem solutions. As a result, brands can greatly increase user stickiness and gain wider influence through word of mouth.

In the “Internet +” era, social marketing based on interaction will gradually become the main mode of corporate marketing. Therefore, in addition to focusing on the establishment and diffusion of brand image, companies’ marketing in social media also needs to actively learn from the successful experience of the above-mentioned top brands to turn brand influence into actual benefits, that is, to precisely target the target group and create pictures , Short posts, and other content that are more in line with mobile social communication methods, attract users ’attention, and stimulate purchase desire.

Reference

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