Multi-Platform Social Media Strategy for Brands

Dennis Haggerty

August 11, 2022

Social Media

This article discusses the influence of emotion on audience reactions to brand ads and the spillover effects between different social and personal platforms. It also discusses the multi-platform social media strategy for brands. This article is an excellent resource for brands interested in learning more about the effectiveness of social media as a marketing tool. The following are some tips to help your brand-use social media effectively. In addition, we’ve compiled a few of the most important points we’ve discovered.

The influence of emotion on audience response to ads

Studies have shown that advertising messages elicit specific emotional responses in the viewers. For example, a Baci commercial may evoke warmth and longing, whereas a British Airways ad can inspire a feeling of freedom. Both commercials are designed to produce different kinds of emotions. While the specific emotions people feel are often other, they are all related to a product. Let us look at some commercials and their meanings to understand why a particular ad may evoke certain emotions.

Observational studies are also helpful as they provide an objective measure of engagement. In addition, observations can be conducted without biases among the volunteers. Alternatively, large-scale experiments are useful, as they manipulate advertising stimuli using various media. This is a compelling method for evaluating the effects of social and personal interactive engagement on audience reactions. Once the data is collected, marketers can prepare a copy to be used in ads.

Effects of personal and social interactive engagement on audience reaction to ads

The effects of personal and social interactive engagement on audiences’ reactions to ads are varied, but the most common measure is the click-through rate. These are measured by various methods, including page views, comments, and “likes” on social media. Regardless of the platform, however, the experiment’s results are significant. The high click-through rate is correlated with higher audience response than low engagement, and the effect was not significantly different for regulated products.

Studies on the affective nature of advertising have been conducted for several years. In 1996, researchers from the University of Connecticut, Oxford, and Cambridge published articles describing consumers’ emotional responses to advertisements. Other research focused on the impact of advertisements on ad satisfaction. In addition, researchers from the University of California, Berkeley, and New York University studied how different emotional appeals influenced audience responses to ads. However, these studies did not find that high-AIM ads elicited more positive responses than low-AIM ads.

Effects of spillovers between platforms

There is a strong relationship between media posts on one platform and engagement on another. Brand posts on Facebook, for example, have significant spillovers on meeting on other social media pages. However, the magnitudes of the spillovers vary between platforms. For instance, while the effects of Facebook post spillovers on engagement on other social media pages are significant, those on Twitter are less so. Nevertheless, regardless of the platform, the spillover effect on brand posts is still a powerful way to measure advertising effectiveness.

Field experiments in advertising have been conducted for more than 30 years. Television advertisements, direct mail, and digital media campaigns have all undergone tests to determine the most effective ways to market a brand. For example, eBay’s organic links performed better than its competitors’ keyword ads. This study highlights the importance of brand recognition in digital advertising and shows that brands can leverage this influence to boost their online advertising effectiveness.

Multi-platform social media strategy for brands

An effective multi-platform social media strategy helps brands reach consumers throughout the buying cycle and incrementally grow their audience. For example, Pinterest is no longer restricted to women or DIY enthusiasts; there is an increase in male users in the auto, travel, gaming, and home improvement industries. In addition, while Snapchat typically has a strong presence in the U.S., it is experiencing an increase worldwide. This trend is likely to continue, especially as smartphone users grow.

If you’re unsure which social networks to target, start with the most popular network for your audience and then expand to the others where large populations have active accounts. Ideally, you’ll stick to three or five social networks but don’t overlook lesser-known ones. Don’t forget to incorporate live-streaming apps, video platforms, and other social media platforms. Once you’ve determined which platforms and content work best for your brand, you can adapt those strategies to your campaigns