Digital Platforms

 


There are many different platforms that companies can adopt as part of their marketing strategy. However, it is important to choose the right platform to advertise on to ensure you reach your target audience, at the right time and with the right content (Auxier & Anderson, 2021). In this section I will be talking about three different platforms - Facebook, Instagram and You Tube.


Facebook

With nearly three billion users today, Facebook is one of the largest social networks in the world. Facebook was founded in 2004 by Harvard University student Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz and Chris Hughes (Hall, 2021). Facebook has evolved over the years bringing in new trends and features, from tagging people in posts, sharing and now the new trends like stories.

This year in October 2021, Facebook CEO Mark Zuckerberg announced the name change to the Metaverse, or Meta, which “brings together apps and technologies under one company brand” (Hall, 2021). This meaning that Facebook and Instagram are now under one ‘umbrella’, the Metaverse. Meaning, users will now be able to interact in virtual reality environments (Company, 2021).

Some of the benefits of Facebook Marketing are: Reaching a large audience; micro targeting; set specific goals; post scheduling; ability to boost posts; cheaper than traditional marketing, and has the ability to track and measure progress through Facebook Insights. Some of the disadvantages of Facebook marketing can be: It opens you up to receive public feedback, whether that be positive OR negative. Companies should respond professionally and promptly to maintain their level of credibility and trust. With over 80% of internet users on Facebook (Unknown Author, 2021), it is a platform that all businesses should adopt as part of their marketing strategy.

When creating my buyer persona, it was really easy to conduct second hand research on Facebook to determine what kind of people follow Nothing Naughty, and what comments or questions are people interested in on the company page. 

INSTAGRAM

Instagram is a very visual platform, with amazing filters and features, it has the ability to turn personal accounts from the ordinary into the extraordinary! However, glitz and glam aside, it is also a very easy way to create captivating and engaging content, growing brand awareness and building trust and credibility with your followers (Thapliyal, 2021). With shoppable posts; swipe up links in stories; post scheduling; Instagram insights, and the ability to promote and boost posts (Kuligowski, 2020), it is a platform that many businesses can leverage off in terms of marketing their products and services.

Influencer marketing has had an even bigger impact on marketing, with many people buying products and services purely because they follow an influencer. There are more and more brand ambassadors and influencers which again, can create great conversions for companies.

YOUTUBE

You Tube is a video streaming platform where users can create and share videos. According to Auxier & Anderson (2021), there is approximately 54% of users that return several times a day to watch You Tube. This suggests that You Tube is a platform where users tend to turn to, to find information, search for ideas, educate and even learn a new skill.

One of the biggest advantages of You Tube is that the content is there forever and continues to gain views, unlike Instagram or Facebook, where content can quickly be forgotten about after a short time. A disadvantage of You Tube is that it is very time consuming to produce videos, and not everyone can edit beautiful videos. According to Wald (2021), video editing can put people off using You Tube for business as it can be expensive to outsource someone to create the content; whereas Instagram and Facebook do not require the same level of editing skill. 

In my opinion, you do not need to have all the fancy video equipment or editing skills to create You Tube videos, and it would be advantageous to be on You Tube for businesses to promote their products. As Wald (2021), discusses, You Tube is like the new TV. More and more people turn to watch You Tube videos at the end of the day than sit down in front of the television. Therefore, I believe companies should adopt You Tube as it can be used to tell a strong story about your products or service, that many people seek to understand before they make the decision to buy the product. For this reason, I think You Tube is a very powerful marketing platform. 




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