It also attracted new users to try the platform to enjoy customized listening experiences. It enabled Spotify users to use the new feature to get a better experience easily. In this case, the campaign offered a distinct experience for every user. Social media enables a campaign to reach many potential users. Therefore, social media campaigns are continuously evolving to meet the needs of broad users. More people globally embrace social media for daily interactions with friends and strangers. The campaign utilized billboards and social media platforms such as Twitter and Facebook. Hence, it was a win-win situation for both parties. In my case, the campaign was effective because it increased the quality of the user experience, hence giving the app a competitive advantage. Cherry’s Theory of social media marketing holds that social media campaigns should create positive engagements between customers and brands (Sokolska , 2017). It is necessary to use a strategy that aligns with customer needs, preferences, and habits. I have learnt the importance of engaging positively with customers during social media campaigns. Therefore, brands can harness technology to further engage their participatory audience. My research confirms that brands need to identify their participatory audience before conducting a social media campaign by embracing technology to analyze the necessary algorithms. The company’s approach aligns with the existing literature on making an effective social media campaign through participatory audience. They engaged in the campaign by accessing the new app feature and giving feedback. In this case, Spotify’s participatory audiences are those who listen to its content through the app and potential customers on social media platforms such as Twitter and Facebook. Technology enables brands to analyze customer data before conducting a social media campaign. It identified the social media platforms used by its audience, their ages, behavior, and personalities before initiating the campaign. Spotify used technology to determine its audience algorithms. Advertisers need to understand the nature of diverse social media platforms to create a campaign that will reach their target audience (Raudeliūnienė et al., 2018). The second theme is participatory audience. Technology helped the company to reach more target audience through its app and social media platforms such as Twitter and Facebook. In this case, the company gained useful information for future campaigns. It also brought emerging issues of concern, such as how personality creates one’s consumption behavior. Spotify succeeded with the campaign, adding insights to the existing literature body concerning the role of personalization in social media campaigns. The company lobbied the campaign through its social media platforms through advertising to attract more customers to test their services. For instance, the campaign analyzed user data to create a chat with suggestions for a better experience. The company employed technology by embracing emerging tools such as big data. Adopting technology enhances the accessibility of social media campaigns (Mohammad et al., 2020). The first theme is use of technology to create user-generated content. Lastly, the social media campaign personalized its contents to meet the diverse users’ needs. Thirdly, the campaign created positive engagements between customers and the brand. Secondly, the use of technology algorithms enabled the company to identify its participatory audience and enabled them to offer feedback. First, Spotify embraces user-generated content to increase the quality of its services. Other factors contributed to the success. The campaign succeeded due to high engagement levels between the users and the company. The company implemented the campaign over social media platforms such as Facebook and Twitter because most of its users use them. The campaign was successful because it increased user experience and customer loyalty. The first theme is use of user-generated content while the second is while the second is the use of technology algorithms to identify the participatory audience. The platform analyzed user activities and created personalized tips for a better listening experience. The campaign began in June 2021 to offer a quality listening experience to its listeners. It created personalized listening data and suggested content that the listener might want to try. ‘Only You’ Campaign aimed to increase the quality of listening experience for Spotify users. Social media campaigns are emerging trends in the social media field.
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