SOCIAL MEDIA MARKETING

Abstract

The world is getting limitless when it comes to accessing information and connecting with people all around the world. Social media is one of the means of the link. Information on social media is a real-time and quite large influence on society. According to Statista, 70% of the U.S. population has at least one social media profile. And by 2021, the number of worldwide social media users is expected to reach about 3.1 billion people. The key to getting the most out of your social media marketing is to strategically choose which channels for you to invest your time, money, and effort. Therefore, social media is considered more efficient, cheap, and right on target. The role of the internet at this time is not only as a means of searching for information, but also has great potential as a marketing medium. Marketing that utilizes internet media is called internet marketing or online marketing electronic marketing (e-marketing). One of the media or applications that support e-marketing activities is social media such as Facebook, Twitter, and Instagram. Marketing through social media is called social media marketing, which is a form of marketing using social media to market a product, service, brand, or issue by leveraging a participating audience in the media. With social media available to millions of people around the world, companies can interact with customers from different countries. The most widely used social media in social media marketing are Instagram. Instagram is a social media application that users use to take photos, apply digital filters or effects to photos, and share them (Luo and Liu. 2018). The advantages of Instagram compared to other social media Its function is as a marketing medium that can convey a message brand through photos or videos that are given a duration of one minute and there is a live video feature. The results of the Forrester Research study in 2014 show that the popularity of Instagram as a marketing platform exceeds the popularity of Facebook, even Forbes Magazine. The study found that Instagram provides brands with 58 times more user engagement than Facebook and 120 times more than Twitter.