Comparative Analysis of Social Media Marketing Platforms in Driving Customer Acquisition

Abstract

As the pace of digital ecosystem evolve rapidly, Facebook, Instagram, Twitter (X), LinkedIn and Tik Tok are the means through which businesses have come to rely on as the means to locate and convert target groups. The platform performance analysis centers on the most important metrics that involve the number of people to be reached, the engagement rate, cost effectiveness, the conversion rate and the demographic targeting capabilities. The justification of mixed-method approach is to seek a compromise between the quantitative analysis of marketing campaigns and qualitative analysis of user behavior and the brand strategies. The results indicate that there are big differences in the effectiveness of the platform based on the type of industry, purpose of the campaign and the demographics of the audience. Instagram and Tik Tok are more visual-based platforms, and younger demographics are engaged and converted, unlike LinkedIn which is superior in B2B customer acquisition. The importance of personalization of the content, optimization of the algorithms and the combination of cross platforms is another important aspect that is brought out by the study to maximize the marketing outcomes. This research is relevant to marketers and other organizations interested in maximizing their social media initiatives to help it attract more customers and competitive advantage.