Companies should leverage data analytics to create personalized social media content and enhance business

The current scenario of digital transformation has brought big data and data analytics into the limelight. Industries are leveraging big data analytics to enhance business growth and improve customer services. Today social media plays a pivotal role in the business since customers are going digital and hence expect personalized services. According to Datareportal, the social media user number increased in the past year with nearly half a billion new users taking the global user total to almost 4.3 billion by the start of 2021.

With such a vast user base, social media enables brands to provide personalized marketing and content to their target audience from various demographics under one roof by using advanced data analytics as a catalyst.

Personalized Social Media Marketing to the Rescue

Businesses can capitalize on social media's capability to establish a personal connection with the audience and create personalized social media content and marketing strategies. Since there is a plethora of content generated every minute on social media, it is easier to get distracted and this is where personalized content steps in. Content that is aimed at a specific individual will attract the customer thus increasing social media engagement.

Data analytics solutions enable brands to collect all the data available on users and interpret them to gain insights. This way, it is easier to understand customer behaviour, needs, and trends. Personalized social media campaigns help marketers to reach out to the audience and engage them with valuable content. Real-time data analytics can help retain customers and enhance the user experience.

Personalized social media marketing will ensure that a brand is catering to consumer needs and interacting with them on a frequent basis.

Personalization of social media content will improve conversion rates and boost ROI. Creating brand awareness is another benefit of personalized social media marketing. Don't forget that spreading words through social media is easier and faster.  Data-driven content creation will aid marketers in targeting potential customers and garner trust through the personalized interaction.

Methods to Choose From

There are several ways to carry out personalized social media marketing. Let us look at some of the techniques used for personalizing social media content.

• Personalized social media campaigns/ real-life campaigns are a great way to engage your audience. KLM, the Dutch Airline is popular for its campaign, in which they surprised passengers with personalized gifts by analyzing the data on their social media. Later the videos were compiled to make a mini-documentary that garnered a lot of popularity. Social media quizzes are also helpful in conversing with your target audience. Buzzfeed is known for its personality questionnaires that will engage users with the brand.

• Personalized Video Marketing will enhance personal interaction with the users. Videos and visuals are known as the most interactive and attractive medium and thus gather attention from people. All of us would have seen Facebook suggesting videos that say ' Celebrating 5 years of friendship' or some other compilation with all the relevant photos we have shared on the platform. Automating these videos can be easier since the personalized data collection might take time.

• Retargeting Ads enable customization of ads depending on the user data and behavior. We can often find ads of bags a few minutes after we did an ardent search on bags or anything related to it. This is done by analyzing the trail left behind by internet users to find their needs and interests. It might sound invasive but is the accepted personalized marketing strategy on social media.

These are some of the methods and there are more. Personalized social media marketing is the current trend and data analytics along with other disruptive technology is the backbone of this strategy.