Ali Matsuda | @AliMatsuda When it comes to brand marketing on social media, platforms allow businesses to develop their methods through analytics. Although there are some tactics that are the same on all social media platforms, there are also certain tools that each site offers to help assist marketing campaigns. Here are some tools that gives businesses certain advantages when marketing on their respective social media sites.

Facebook: As mobile technologies expand, social media platforms must learn to target users across a variety of mediums. For brands trying to determine user purchasing habits, Facebook has introduced cross-device tracking, which allows brands to see whether a user is viewing their content on a mobile device or computer. This reporting tool gives brands insight into what is working in their advertising campaigns, even what specific device was used to click on a particular ad. Knowledge of which ads drive more engagement and on which devices can be invaluable for business models. Brands can capitalize on Facebook’s cross-device tracking by using the data to target more accurately and increase consumer engagement.

Twitter: With the use of Promoted accounts, Twitter allows you to specifically target your customers based on set guidelines, such as gender, languages, and keywords. These factors allow you to optimize Twitter followers to those who truly care about the product at hand. In addition to promoted accounts, which show up in user’s feeds and Who to Follow sidebar, Twitter also allows brands, and individuals for that matter, to send out Promoted Tweets. These tweets also use versatile factors to defined a search based on of keywords used by Twitter users. Utilizing targeted posts can maximize a brand’s ability to reach users who will be more likely to interact and convert to business.

Snapchat: Snapchat is a recent player to the marketing game. Nonetheless, brands are using Snapchat to embody the principle less is more. Snapchats are unintrusive and can be utilized to create buzz around a brand without being over the top. Although Snapchat is harder to measure, brands have a more personal  reach with customers compared to other established social media sites. The benefit of marketing on Snapchat is that content on Snapchat only lasts for a few seconds and then disappears, leaving customers satisfied without feeling pressured to convert to business.

Vine: Like Snapchat, Vine is a fairly new app with a lot of untapped potential. Vine is a video development and editing app that allows users to post six second videos. Brands who use Vine for marketing have the advantage of creating video content for potential customers to see, free of charge. All of their videos are short and sweet, ensuring viewers are not bombarded and overloaded with their messages. Vine videos can be played on repeat, and unlike YouTube, they are not saturated with advertisements. The use of Vine allows businesses to put out short video segments about new products that have the potential to reach a willing and receptive audience without spending a lot of money to get these videos out there. Businesses can use Vine to test new product ideas on a small scale with minimal investment.

Every social media platform can be used to reach potential customers. Knowing what platforms are good at reaching certain audiences can allow brands to target their messages accordingly and increase their return on investment. No matter what services you’re interested in, we can help with your social media needs.

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