response

(Nicolas)Instagram and TikTok both have a foundation as two of the largest social media platforms, allowing businesses to advertise, have profiles, and build followings. TikTok For Business and Instagram For Business both take the traditional profile structure and add beneficial features for businesses, as well as the ability to create customizable ad campaigns. Social media business profiles are great for advertising products, hyping up new releases, and informing customers about sales and other information. They also allow consumers to ask questions about products, generate word-of-mouth advertisements from current customers, and help build the brand online through post uniqueness and aesthetics. We live in a world where most people get all of their information via the internet, and social media is a part of most people's lives. This means the vast majority of individuals that regularly use the internet and social media are bound to make buying decisions based on ads or research done online and potentially through a social media platform. YouTube is considered a social media platform, and it happens to be a vast resource for consumer reviews. From a marketing perspective, the "omni-social" nature of the present environment suggests that virtually every part of a consumer's decision-making process is prone to social media influence (Appel et al., 2020). Instagram and Facebook are two of the biggest names in social media advertising. For example, I got an Instagram ad for the golf company, PXG, and you can see how the company engages with customers and advertises new products.

  

Now, more than ever, the ROI for small businesses in multiscreen environments has grown exponentially, as lower advertisement costs and higher availability have drastically improved through social media platforms and mobile marketing. Beyond strictly business and sales, Captains For Clean Water--a Florida based 501(c)3 nonprofit organization--works to restore coastal and inshore water purity and combat poor water management that has negatively impacted fish and coastal wildlife populations and habitats. They have utilized Instagram to run ads, spreading awareness on upcoming bills and regulations that would have a severe negative impact on Florida waters. Social media has helped CFCW get signatures for petitions and has generated followings from other popular pro-conservation groups and entities, such as Florida Sport Fishing Magazine and even MeatEater. CFCW has helped build its brand through Instagram and Facebook, and these platforms have allowed the organization to expand to tackle a broader scope of water issues, work with the Army Corps of Engineers, and sell merchandise through its website and Instagram shop to generate profit toward funding conservation efforts.

Reference:

Appel, G. et al. (2020). The Future of Social Media In Marketing. J. of the Acad. Mark. Sci. 48, 79–95. https://doi.org/10.1007/s11747-019-00695-1 (Links to an external site.)