CONTENT MARKETING STRATEGIES FOR BUILDING BRAND ENGAGEMENT ON SOCIAL MEDIA IN DIGITAL ERA
Keywords:
Content Marketing, Brand Engagement, Social Media, Digital, RevolutionizedAbstract
The rapid growth of social media has revolutionized the marketing landscape, presenting both challenges and opportunities for brands to engage with their audiences. The concept of engagement has become central, reflecting the level of interaction and connection between consumers and brands. Effective content strategies are crucial in driving participation and enhancing perceived value in consumer-brand relationships. Research indicates that the characteristics of engaging content vary across platforms, with Instagram being more effective for visual content, while Facebook is better suited for textual content. Moreover, the role of social media influencers has become increasingly significant in fostering brand engagement. Influencers maintain trust-based relationships with their followers, which can be leveraged to strengthen consumer-brand connections. Marketing strategies involving influencers can enhance consumer trust and loyalty. Understanding the motives behind digital content consumption is also essential to optimize engagement strategies. Content that meets the emotional or informational needs of the audience tends to have a greater impact. For instance, visually appealing hedonic content is more effective for certain product categories, while informative content is more suitable for others. The evolution of social media as a primary channel for consumer engagement underscores the importance of content marketing in building meaningful brand-consumer relationships. The right strategies can help brands capitalize on the growing social media user base to create deep and relevant engagement.
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